Former Victorinox Swiss Army Watch CEO Alexander Bennouna, with Martin Riemer, a product specialist for brands like Rolex, Cartier, and others, founded Decide And Act in 2020 to bring sustainability, transparency, and responsibility to the legacy of Swiss watch manufacturing. Their mission to support peace, ecology, and diversity inspires our design of the Original Collection, which commits 10% of all purchases to a cause of the buyer’s choice. Watch case designed by Atelier Oi in Switzerland.
Selman was approached by d&a to collaborate on the Original Collection based on our deep portfolio of colorfully conceptual and editorially inspired art. Bringing big themes to life as bold, succinct visuals is a familiar but honored responsibility for us. Successfully transposing these visual characteristics into opinionated art pieces, to a fashion context, specifically the extreme proportions of a watch band, would be a newer challenge.
We led a series of design discussions through research, symbolism, and inspiration, to a multitude of competing concepts. There was a strong will to channel bold, identifiable, opinionated visual themes, though the art naturally becomes textural and abstract as a piece of fashion. We surveyed international icons like Marimekko, Pucci, Burberry, Louis Vitton, and artists like Chantell Martin or Sol Lewitt. We were reacting to how distinct patterns and forms can engage unique formats, define an overall aesthetic success, and deliver a deeper story within the details.
Now unique of its kind in Switzerland: a responsible, transparent, and high-quality watch company, building a business and collections through a wavelength with the world. The collaboration was a beautiful opportunity to translate loving and generous themes into distinct fashion pieces that bind together as The Original Collection.