A conversation with Crystal Zapata

Our collaboration with Crystal Zapata follows last year’s successful work with OH no Type Company. We believe that projects such as these, combining our watchmaking expertise with quality typography-inspired designers, produce exciting and unexpected results. 

Crystal is a designer we have admired for a long time, so we were thrilled when she accepted our invitation to collaborate. After hearing her speak about her slow and meditative approach to work, we were intrigued to see how this would translate to a product intended for timekeeping. 

Here, Zapata explains the process behind the design:

Tell us a little background about yourself and your practice—what drew you towards graphic design? What are your design influences?

I have always been interested in visual culture and making things. Graphic design provides a way to create work in support of other disciplines that inspire me, like music, film, publishing, art, fashion… I also draw a lot of inspiration from nature, craft, and my community.

What were the main influences you drew from in your design process?

When I designed the dial, I was thinking about universal markers of time. I thought about the seasons, the rotation of earth, and the stars and planets in the sky that have always served as ways for people to orient themselves in time and space throughout history.

What was the first thing that came to mind when we approached you about designing a watch? What kind of story or feeling did you want to create?

I was thinking about the circular form of the dial and rotational movement of the hands. That was something that I wanted to capture in the design because it mirrors the way that time moves on a larger, planetary scale.

How did you find designing a watch dial different from other briefs? What challenges did you have to confront? Was there anything that surprised you?

I’ve never designed a watch before, so designing a dial did feel like a new challenge for me. Aside from the technical aspect of designing something quite small, I wanted the dial to be functional but unique, and ultimately something that I would wear. It’s tricky because I don’t wear a lot of graphic clothing or accessories myself, so I wanted to strike a balance between something that felt true to my design approach, which can be expressive and experimental, and also my personal style and way of dressing. The watch needed to feel like something that I could seamlessly incorporate into my own wardrobe, which is kind of a unique problem to solve.

Crystal Zapata is a Chicago-based artist and designer. Recognised by the Type Directors Club, Society of Typographic Arts, and AIGA, she has worked with brands such as Nike, Apple, Levi’s, and Calvin Klein.

You can shop Crystal’s collaboration here, and see more of her work via crystalzapata.com.