Fashion-driven watch brands chime in on London Collections: Men

Fashion-driven watch brands chime in on London Collections: Men
A host of young watch brands exhibited their latest collections at this year's London Collections: Men, including event partner Swatch
(Image credit: TBC)

The link between men's fashion and timepieces is becoming stronger thanks to a flux of younger watch brands who are making their mark on the London Collections: Men with their latest collections.

Swatch, overall partner of the event, made its intentions clear last year when it announced a three-year partnership with the British Fashion Council. This year, the brand unveiled its latest collection, Gran Turismo, at Victoria House in Bloomsbury Square. The homage to the golden age of racing heroes remains faithful to the fun, quirky spirit the brand is known for, twisting a classic racing aesthetic with metallic accents, brake-inspired dials and vivid colours.

Young brand Orolog also used the occasion to showcase its new pieces. It's led by acclaimed designer Jaime Hayon, whose admirably diverse clients include Baccarat, Fritz Hansen and Bernhardt Design. ‘LC:M is important to us as it has rapidly established itself as a key platform for emerging trends,’ says Orolog cofounder Ian Lowe. ‘Hayon’s creative activity perfectly reflects the increasing crossover which is happening across these fields.’ The latest collection elegantly combines materials and colours in unexpected ways - steel case chronographs come with steel hands, dials and sub-dials in differing shades of blue, while combinations of grey with blue and green dials are set off by matt black cases.

For Uniform Wares, it was the parallels between LC:M and its own brand that appealed. Cofounder and creative director Patrick Bek says: ‘London is the home of progressive menswear and the show is the perfect place to exhibit our progressive collection.’ The brand will be showing the C-Line and M-Line collections, both elegant families of watches that celebrate sharp angles, perfect symmetry and carefully considered proportions. For Bek, simplicity is key and he advises those considering their first watch purchase to: ‘Keep it classic. A stainless steel case with polished accents will never look out of place.’ Most importantly? Relax and have fun. ‘Once your first watch is out of the way, it's a lot easier to experiment with style.’

Watches

Swatch unveiled its latest collection, Gran Turismo, inspired by the golden age of racing heroes. The collection pairs a classic racing aesthetic with metallic accents, brake-inspired dials and vivid colours

(Image credit: TBC)

Orolog watch

Swiss watchmakers Orolog also used the occasion to showcase its new pieces

(Image credit: TBC)

Watch sketch

The brand's latest collection elegantly combines steel case chronographs with steel hands, dials and subdials in differing shades of blue, while combinations of grey with blue and green dials are set off by matt black cases

(Image credit: TBC)

Orolog watch

Orolog was set up in 2013 by designer Jaime Hayon and his business partners Ian Lowe

(Image credit: TBC)

Watches

British watchmaker Uniform Wares showcased its new C-Line and M-Line collections, both elegant Swiss-made families of watches that celebrate sharp angles, perfect symmetry and carefully considered proportions

(Image credit: TBC)

LCM Watches

While the C-Line family has a classic silhouette and a refined, contemporary shape, the M-Line family displays a pared-back modernity that is synonymous with Uniform Wares

(Image credit: TBC)

Watch leather

Cofounder and creative director Patrick Bek says: ‘London is the home of progressive menswear and the show is the perfect place to exhibit our progressive collection'

(Image credit: TBC)

Hannah Silver is the Art, Culture, Watches & Jewellery Editor of Wallpaper*. Since joining in 2019, she has overseen offbeat design trends and in-depth profiles, and written extensively across the worlds of culture and luxury. She enjoys meeting artists and designers, viewing exhibitions and conducting interviews on her frequent travels.