DEVON REINVENTS THE WATCH WITH A PATENTED SYSTEM OF INTERWOVEN TIME BELTS: INTRODUCING TREAD 1
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.
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.