Moels and Co 528: A Timeless Fusion of Architecture and Horology

Betina Greca Menescal's Mid-century Modern Inspired Watch Wins Golden A' Design Award

The Moels and Co 528 is a distinctive timepiece, marked by its unique rectangular case shape and an asymmetric dial sectioned according to the golden ratio. Its see-through case back reveals the mechanical movement, and the dial is painted with metallic shimmers that change colours depending on the light circumstances. The watch boasts a 10 ATM water resistance rating, much greater than the standard 3ATM, and a 3mm thick double domed sapphire crystal, typically used on dive watches.

Menescal used Vectorworks to develop the technical drawings and built the mock-ups using paper, cardboard, and velcro. The case is manufactured with high precision 5 axis CNC machining and is made of 316L 1.4404 steel, the most commonly used metal in watchmaking. This choice of material ensures excellent properties and infinitely recyclability with no loss of quality.

The case measures only 33mm in height (41mm with lugs), 45mm in width, and 11mm thick, including the double domed sapphire crystal. The custom-designed eco-friendly package is small, measuring only 18cm x 8cm x 4cm, designed to fit into a mailer bag and reduce shipping costs. The leather strap width and length are 22mm/20mm and 120mm/80mm respectively.

Unlike quartz powered watches and smartwatches, mechanical watches do not require batteries. They are powered through the kinetic energy generated by the wearer's arm movement. A mechanical movement is made entirely of metal and is incredibly robust. It can be easily serviced and repaired and will last decades with proper maintenance. A mechanical watch is a product that lasts for generations and never comes to waste, it has an indefinite lifespan.

The project started in April 2020 in Como, Italy and finished prototype manufacturing in January 2022. Menescal used social networks for her research and received overwhelmingly positive feedback from the general public, watch enthusiasts, and industry insiders. This feedback was enough for her to validate her design and move forward.

Despite having no academic background in industrial design and the challenges of building a product from scratch, Menescal successfully brought her vision to life. The Moels and Co 528 is a mid-century modern inspired wristwatch that is truly uncommon in today's market. Its design is a testament to the enduring appeal of simplicity and the power of solid design principles.