![]() ![]() Looking at the brand’s product line, Mido is real machinery. The original role model became one of my Mido grails, and it was only a matter of time before I got one. I looked at it and perceived it only as a final product, a watch that was “crying” to be reinterpreted. I reviewed the reissued Mido Decompression Timer with a black dial and, a year later, another one with a pearl dial. He didn’t tell me how many pre-production prototypes were made, but the ArtyA team had to “calibrate” the right color tones to get the Depth Gauge working ideally. He didn’t make it to 100 meters below sea level, “But believe me,” he said, “50 meters is deep enough.” I haven’t even been three meters underwater, but I believe it works. I was surprised to learn that he is a passionate diver with more than 500 dives, and he tested the watch himself. Once I understood the concept, I had to ask Arpa the mandatory question of whether he tested his watch. The Depth Gauge was made for divers, by a diver If you follow the diagram above, you can understand how the Artya Depth Gauge works. The colors of the visible light spectrum are red, orange, yellow, green, blue, indigo, and violet. A wavelength of around 400nm, on the other hand, would be interpreted as violet. For example, light with a wavelength of around 700nm is perceived as red. Color is interpreted by receptors in our eyes, and it varies depending on the light’s wavelength, measured in nanometers, or “nm”. Generally speaking, color is perceived by the light that is reflected off of and/or absorbed by an object. As a man who is scared to death of motorbikes and water, the concept of light penetration in an open ocean (or just water) simply didn’t come to my mind. Rather, it was all thanks to Mother Nature and physics. I said that I understood what the watch did, but I wanted uncover how he made it happen. He responded that as you dive deeper, the colors disappear gradually. I asked Arpa to tell me more about the technology behind it. His Depth Gauge seems to be the first depth-measuring dial in the world. Arpa, however, used the colors in a different way. Mido used the color scheme to calculate decompression times after a dive. It was just a clumsy wording of my question. He didn’t know the Mido watch and thought that the idea had been executed before. But, later, when I called Arpa, he jokingly admitted that I scared him a bit. I asked Arpa if it was in any way inspired by one of the dearest watches in my collection, the Mido Decompression Timer from 1961, and I sent him a picture of the watch. I actually didn’t ask where the Depth Gauge idea came from. #WELL DEPTH GAUGE HOW TO#W e then worked on how to make it readable on a dial. Five hundred years of watchmaking, millions and millions of diver’s watches, and no one did it. “ This idea of color disappearing with depth woke me up one night. But I really believe it happens, so when I asked ArtyA founder Yvan Arpa where the idea came from, I didn’t laugh at his answer. I have never reached that creative level of ideating while sleeping. #WELL DEPTH GAUGE FULL#Well, here it is,” he said as he threw a storyboard full of sketches on the table. #WELL DEPTH GAUGE TV#In it, I just finished our TV commercial. “Guys, I woke up at 3:00 AM from a dream. The morning before the deadline, our creative director stormed into our office. My creative partner and I worked on it for a few days, but we still couldn’t come up with anything special. In the early days of my copywriting career, one brief came in. When I worked in advertising, brainstorming ideas for TV commercials was part of my daily responsibilities. Well, and the never-sleeping creative genius Yvan Arpa. It’s just good old physics and natural laws. Forget any special technology or last-minute, super-secret innovation. It’s shocking that no one has done this before. This new ArtyA dive watch uses a colorful dial combined with a phenomenon known as selective absorption to tell you how deep under the water’s surface you are. ![]()
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |