![](http://cortex.persona.co/w/820/q/94/i/24442a37d28a0f7baa0a541068554c442225f243e49e41d4da04df1f3dbcb252/CARRERA_TIMEMACHINE06_akihiro_yoshida.jpg)
![](http://cortex.persona.co/w/820/q/94/i/94d70862dbf753e61929c1d0244139aa80171fe3a66056a89e9cf1491fdd6437/CARRERA_TIMEMACHINE08_akihiro_yoshida.jpg)
![](https://freight.cargo.site/t/original/i/7a2329ff423dd85df33ca15ba9ed641d4a703d235b06e115ad3c1928181cd525/CARRERA_TIMEMACHINE07_akihiro_yoshida.jpg)
![](http://cortex.persona.co/w/820/q/94/i/66f9e3eb1f4d5ef6f41af25f32b762b3f8bd2f0cfe87f04e53edb81abbde0aa7/CARRERA_TIMEMACHINE09_akihiro_yoshida.jpg)
![](https://freight.cargo.site/t/original/i/28c4d83707beb3e74df061ae226fe50240f9b2c0041c0488304dde5f2a60dff2/CARRERA_TIMEMACHINE10_akihiro_yoshida.jpg)
![](https://freight.cargo.site/t/original/i/45637cf83bc9719c997b2e536caf44544a44cf1ce80bef4d6c4b00b0c248a2c3/CARRERA_TIMEMACHINE13_akihiro_yoshida.jpg)
![](http://cortex.persona.co/w/820/q/94/i/26333e3a0a10864749e44ad62954d04953bd0a4a448ab8dbd9fb0fc6ab53d5c9/CARRERA_TIMEMACHINE14_akihiro_yoshida.jpg)
![](http://cortex.persona.co/w/820/q/94/i/c078e265598336628372f0fda033c23143d6bb23c5b970ba8b2a7a2363707175/CARRERA_TIMEMACHINE15_akihiro_yoshida.jpg)
![](http://cortex.persona.co/w/820/q/94/i/b6c48e6dec3599eebcb40e667074b145525bef06aec51b7c2ef9fc9f80a53e2c/CARRERA_TIMEMACHINE17_akihiro_yoshida.jpg)
![](http://cortex.persona.co/w/820/q/94/i/83733c1dfea76f791932fc69623ae382eed3a389b64592ae8a8d7afec60f95d8/CARRERA_TIMEMACHINE16_akihiro_yoshida.jpg)
![](http://cortex.persona.co/w/820/q/94/i/49013e6df9d6090e5b501f09a1d845c1ff0855b2532b4e24f3ccb2d9f54e1db5/CARRERA_TIMEMACHINE18_akihiro_yoshida.jpg)
Carrera Time Machine
A collaboration with TAG Heuer, the world-renowned Swiss watch brand known for their high-quality sports watches. The model is based on the CARRERA, which is one of TAG Heuer’s boldest and sportiest models. The clock hands have taken on a more classical shape. This is inspired with an image a local traditional watchmaker repaired the chronograph, only to find that a pair of clock hands from a vintage watch was placed by mistake; a new kind of ‘right answer’. To highlight this uniqueness in this watch, the packaging takes its motif from an old book, when opened a red bookmark and paper knife in the shape of a classical clock hand together with the watch. The watch also comes with a glass clock stand and the shop displays of this watch feature the packaging, together with a range of tools and trinkets reminiscent of an old watchmaker’s workshop.
Client: TAG Heuer | Packaging
Collaborator: nendo
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