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All in good time

27/02/2022 in Your time
It is rare that an object is perfect at first prototype. In all fields, from the initial idea to its final realisation, creation is a long, often complex, personal and exciting journey.

For a long time, brands were very discreet about their studios and workshops. How was an object made? From what materials, under what conditions, according to what traditions, with what tools and craftsmen...all this was of little importance in the heyday of advertising and marketing. 

And then everything started to look the same in terms of image, everything 
in the store fronts seemed identical, whether the store was in Paris, New York or Tokyo...The consequences of globalisation, of the development of the Internet, of the disappearance of borders and the rise in travel have more recently prompted brands to emphasise their differences, to open their factories to the public and, above all, to explain the long journey that still separates the first draft of a good idea from its translation into a finished product.

Things that take their definitive shape from one minute to the next are very few and far between. Even our daily bread needs a bit of respite and down time to become thicker, rounder and softer... The baker may know their recipe by heart, but time is an additional, immaterial and uncontrollable ingredient that counts a lot. Counts enormously, in fact.

this field, and in all others. Indeed, time is the main accomplice of creative people. Often ideas come to mind without them even thinking about it. Then comes the precious time that passes and helps them shape their ideas. The book Images de Pensée, published by Flammarion in 2011, is a fascinating work in this respect.
The images are a collection of the 
sketches, drafts, a few lines or notes in a notebook, on the back of an official letter, in the margin of a newspaper or on a piece of torn tablecloth, each authenticated as the original work of a plethora of great names - from Charles Darwin to Sigmund Freud, not forgetting Joseph Beuys, Merce Cunningham, René Descartes, Vladimir Nabokov, Georges Perec, Raymond Queneau, Paul Valéry... - each of whom jotted down a few words, a thought to be pursued, or an idea to be developed.

In another register, the American composer, poet and visual artist John Cage published the book Notations in 1969. It gathers together the music scores of some 165 composers and musicians throughout their world. From these highly scribbled working documents, one can also deduce that a perfect chord is seldom written in a single stroke.
Time for reflection is also necessary for musical creation.

And for any other project that is out of the ordinary... And in this respect, the creation of klokers 
is another very good example. It took no less than three years to get from the initial idea of a watch brand that displayed time differently to the official launch of the KLOK 01 in 2016.
Since then, every minute has been spent thinking about how to take this original concept even further. Other models have emerged. And others are 
in preparation... When will they be released? Patience, all in good time, since time is an essential part of the creative process.
Texte : Frédéric Martin-Bernard
Copyright Flammarion 2011
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