(MENAFN- Dubai PR Network) United Arab Emirates - February 01, 2021: Time is the greatest luxury in modern life. Yet it is not the only coveted commodity in the fast-paced, colourful, noisy everyday life of the 21st century. Renowned trend researcher Li Edelkoort recognises a growing need for stillness and clarity, for authenticity and meaning in modern society. Together with Rado, she has now created a watch that reflects this zeitgeist. The Rado True Thinline Stillness invites you to intentionally take your time. In every single moment and for a lifetime.
A new era
Li Edelkoort is one of the most well-known trend researchers of our time. Her accurate analyses not only offer insights into current trends, but also sketch out a vision of tomorrow's society. She currently sees an increasing need to slow down the pace: 'People are taking time to question the meaning of life and work, to think about withdrawal and simplicity, about commonality and complexity, says Li Edelkoort.
It's about more than just respite. 'People are finally ready to change their behaviour and break free from their shopping addiction, notes the trend researcher. 'The industry will respond to this, slimming down designs and producing responsible products that last. But that doesn't mean we will stop making beautiful things on the contrary. The focus will be on less and better, reduced and exceptional, sustainable and intuitive. Rado is once again a pioneer in this respect. The future-oriented 'Master of Materials works with extremely durable, scratch-resistant materials and focuses on clear, slender shapes and a sensual feel.
A new, long-lasting companion
Rado has been in close contact with the Dutch trend researcher for many years. Now, for the first time, Li Edelkoort is presenting a timepiece in her name together with the Swiss watchmaker. The flowing shapes of the ultra-flat True Thinline served as inspiration, combining two of our most prominent innovations: scratch-resistant high- tech ceramic and the pioneering monobloc construction. The watch is presented for the first time in the new Rado packaging, which is all about reusability. Its centrepiece is a small high-quality box made from recycled plastic that can be used as a travel case. It is accompanied by a card holder made from black cardboard. Instructions for use are omitted in favour of a QR code.
Overall, the new model delivers a modern interpretation of the design concept 'less is more. The 5 mm thin, warm-white high-tech ceramic case measuring 39 mm in diameter is adorned with a titanium back with sapphire crystal, which bears the words 'STILLNESS Lidewij Edelkoort SINCE 2020. A white dial is presented under curved white frosted-effect sapphire crystal. White hour and minute hands, a transparent Rado logo and a high-tech ceramic bracelet in a matching colour complete the monochromatic look of this contemporary Swiss-made quartz watch.
Telling the time becomes a deliberately contemplative moment with the Rado True Thinline Stillness. 'Knowing that time is in our hands while also forgetting it at the same time, is how Li Edelkoort describes it. 'Freeing ourselves from the hustle and bustle of our daily lives by extending awareness for a second, realising the majesty of a minute and grasping the empathy of an hour. In this way, the new model gives us something that can be enjoyed anew every day: a moment of stillness and meaningfulness.
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