Step Back into the Future with The Sevenfriday ME-Series
THE MAYA PRINCIPLE
Ten years have passed since SEVENFRIDAY introduced the M-Series, a design that over the years has acquired cult status! As popular now as it was a decade ago, the M-Series’ timeless design continues to be impactful. In the spirit of revolution and evolution, this year we take a fresh look at the design through a new lens.
Introducing the ME-Series!
The original M-Series pioneered the disk reading system in 2014. With a size of 47mm, rich details and a broad variation of textures, SEVENFRIDAY’s M-Series won over many design-loving hearts. What is it that inspires our designer and how does a watch like the M-Series evolve? Head designer Arnaud counts Raymond Loewy to his biggest inspirations since a young age. Raymond Loewy is known as a trailblazer in industrial design and was probably the only French citizen claimed by the US for his talents! Known for his cleanlining approach where products are stripped down to their essence. This concept of ‘stream-lining’ was one Loewy applied to vehicles and consumer goods, leaving his distinct mark on american design. Loewy designed the Sears refrigerator, Lucky Strikes packaging, the Exxon logo, the inside of the concorde and the interior for the NASA Apollo and Skylabs. Evident by his repertoire, Loewy’s aerodynamic and modern designs made everyday products cult objects. This is thanks to the MAYA principle, a design rule Loewy is famous for establishing.
The ‘Most Advanced Yet Acceptable’ (MAYA) notion plays a significant role in SEVENFRIDAY designs and the ME-Series is no exception! SEVENFRIDAY has become somewhat synonymous with industrial design and our products feature a unique retro-futuristic edge. The case of the ME is organic, even aerodynamic with a rounded back construction particularly visible from the side view. The trim, sleek curves of the ME’s case are reminiscent of space travel at light speed, racing through tunnels or swimming against the current. This streamlined design isn’t just a feast for the eyes but pleasure to wear and hold. The ME-Series hits the sweet spot: novel but still familiar, advanced but acceptable. Compared to the M-Series, the ME’s size has been reduced to 44m bearing a thinner and more rounded cushion shape, a monolithic idea of volume. The ME-Series marks the first introduction of the butterfly clasp on a leather band and features a crown with silicone grip. A striking visual feature of the ME is undoubtedly the three cut out sapphire glass pieces, adding to the series’ modern look and feel. Despite the use of new design elements, the disk is the same as that of the M-Series, something familiar to the wearer.
The ME-Series is a SEVENFRIDAY style marriage of aerodynamic, retro futuristic industrial design. A mouthful to say, but the closest way to describe SEVENFRIDAY’s newest series.
Take a look for yourself, our words may not do it justice. The launch of the ME-Series is around the corner and will include two models. One in stainless steel with a hint of blue lacquer. The other with a touch of gold PVD and green lacquer. We like to think Raymond Loewy might have sported a ME-Series, don’t you?
For technical specifications , click here.
