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Sustainably sourced, socially engaged, Swiss made

Project

The Original Collection

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.

Three signature talk pieces for The Original Collection
The Original Collection

The Partnership

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. 

'Peace Bomb' art detail
'Peace Bomb' detail
'Peace Bomb' band
'Peace Bomb'
'Peace Bomb'
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The Process

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.

Organic inspirations, inversions; Sol Lewitt details, Shantell Martin
Marimekko and Pucci, international purveyors of pattern

The Outcome

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.

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band designs
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color ways
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product positioning
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OG Collection
Transparent, tidy positioning
'Ecoflage'
'Ecoflage' art detail
'Ecoflage' band
'Ecoflage' detail
'Ecoflage'
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'Endless Handshake'
'Endless Handshake' art detail
'Endless Handshake' detail
'Endless Handshake' band
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Dear Selman design team, we are very excited to partner with you and make our hopes of today the reality of tomorrow. Without you, this first step would not have been possible. Thank you everyone for this great artwork. ”
Alex Bennouna, CEO
Digital ad, a peacebomb of possibility
digital ad, an ecoflage of animatopia
digital ad, an endless handshake amongst everyone, everywhere
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