• May 6th 2010 at 7:59AM
  • 14
Devon Tread 1 – Click above for high-res image gallery

The demise of the Dodge Viper may have cut the life of the Devon GTX prematurely short, but don't count its creators down for the count just yet. Devon Works LLC has a whole slew of products in the pipeline, ranging from motorcycles to fashion. This is their latest.

Called the Tread 1, Devon's first timepiece represents a fresh take on the watchmaking industry. The movement – inspired by motorcycles and developed with input from the aerospace industry –encompasses four microstep motors driving fiberglass-reinforced nylon belts that measure 2/1000ths of an inch thick, powered by a rechargeable lithium polymer cell with two weeks' worth of power reserve. An on-board microprocessor monitors the movement's accuracy, and the entire movement is mounted on a central chassis to give the impression that it's floating inside the CNC-milled steel case.

The result, as you can see from the images in the gallery below and the video and press release after the jump, is a technological tour-de-force with an eye-catching design. Devon is planning a whole line of timepieces to follow, so watch this space for more.

[Source: Devon Works]

Show full PR text

LOS ANGELES, March 2010 – For the watch enthusiast with a passion for innovation and ingenuity, the new must-have timepiece is the Tread 1. This engineering masterpiece, the debut watch from the new line of timepieces from Devon, is a big, bold, sexy declaration of independence from the status quo.

The Tread 1ʼs unique functionality reinvents the watch, extending far beyond the boundaries of traditional watchmaking. The movement of the Tread 1 is a mesmerizing display of Devonʼs patented interwoven system of time belts. This series of belts expresses hours and minutes in exacting motion, while the seconds indicator runs in continuous motion. To ensure temporal accuracy, a proprietary optical recognition system monitors each belt position at all times.

The sleek, bold Tread 1 has a unique aesthetic unlike any other timepiece. Design inspiration for this luxury watch came from industrial conveyor belts and motorcycles.

Four extremely compact microstep motors, powered by a lithium polymer rechargeable cell that will run for up to two weeks on a single charge, drive the movement of the four belts with efficiency, exacting power and steadfast accuracy. The belt assemblies are mounted on a central chassis, which allows for the perfect clearance of the moving parts and also creates the illusion that the parts are floating within the case. Fiber-reinforced glass nylon allows for belts that are only 2/1,000 of an inch thick while being strong and stable enough to ensure continuous accuracy.

The design of the Tread 1 tested the limits of current watchmakers, so Devon went to an industry experienced in pushing the limits of engineering, physics and even gravity. Devon enlisted a California aerospace engineering company to help develop the intricate technology required to support the revolutionary movement of the Tread 1. As Devon founder Scott Devon says, "In the aerospace industry, people go to work every day to make the impossible happen." Working with California-based talent also syncs with Devonʼs other mandate: "Our timepieces will be wholly developed and manufactured in the U.S. in order to capture the unique character of American dreams." To articulate this vision and launch the brand, Devon enlisted the expertise of Peter Arnell of world-renowned multidisciplinary brand and product invention firm Arnell to oversee brand identity and communications. As Chairman of Arnell, Peter Arnell spearheaded strategic brand planning and ideation, including logo design, digital brand identity, website, brochure and collateral design.

Whether working on a car, motorcycle or watch, Scott Devonʼs challenge to his design team is both simple and daunting: "We seek to create a design that redefines the category. We consult with experts in a variety of fields in order to build new innovations and keep pushing boundaries." He demands that his team of artists, inventors and designers work together to deliver technological breakthroughs and fresh, modern, never-seen-it-before designs.

All of this adds up to head-turning aesthetics. With Tread 1, Devon immediately establishes a leading-edge vision and an exquisite command of the artistry of watch design. This must-have timepiece is an essential addition to any serious watch collection. The Tread 1ʼs groundbreaking design raises high expectations and anticipation for future luxury products from Devon.

About Devon Works, LLC
Led by founder Scott Devon and headquartered in Los Angeles, California, Devon Works, LLC is a design lab dedicated to creating innovative luxury products that exemplify the American spirit. Devon Works began with the design of the exclusive Devon GTX, which combined ultimate luxury with American muscle and set the one-lap record at Laguna Seca. The Tread 1 is the first in a portfolio of products, including motorcycles, fashion and fragrance, that Devon Works will introduce this year.

About Arnell
Arnell is a world-renowned communications, design and brand creation firm specializing in total solution from first concept to market. Areas of expertise are advertising, identity, packaging design, experiential design, industrial design, graphic design, product and brand innovation, new media integration and retail presence. Arnell has created communications, brands and products for companies including LVMH, Chanel, Banana Republic, DKNY, Samsung, Reebok, PepsiCo, The Home Depot, Unilever, Bank of America and Mikimoto.

I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.

    • 1 Second Ago
      • 5 Years Ago
      This may actually be worth the price if it had a continuous motion instead of a ticking.
      • 5 Years Ago
      I'd be so distracted by the gears and pulleys inside I feel like I would never actually check the time if I had this...
      • 5 Years Ago
      Battery guzzler.

      But cool concept, nonetheless. Maybe I'll throw something together in SolidWorks, just to see if I can top this.
      • 5 Years Ago
      how much for a Devon branded butt plug?
      • 5 Years Ago
      Reminds me of the Tag Heuer Monaco V4. Very sweet.
      • 5 Years Ago
      Whoa, nice concept, like it.
      • 5 Years Ago
      I need one! My name is Devon....I should get a discount.
      • 5 Years Ago
      Can we ban jordaner021 already? I just reported 3 of their spam comments.
      • 5 Years Ago
      how much is it? 10k?
      • 5 Years Ago
      I'd pay up to $1000 for something like this, but $10,000 is just absurd. The pricing is how much it costs to set up the entire construction process for this watch. Essential this product is a joke and they're only willing to build it to order because they're too scared to actually take the risk to sell it, what a bunch of pussies.
      • 5 Years Ago
      impressive.... very impressive..
        • 5 Years Ago
        Where is this company located??
      • 5 Years Ago
      Pretty cool, I guess. But I'd rather spend all that cash on a car rather than on a timepiece. But then again, if you're walking around with that kind of 'F.U.' money, you'll want something accurate so you're not late for your congressional hearing...
    • Load More Comments
    Share This Photo X