Interviews with Betina Greca Menescal

Since I was a kid, I’ve always loved drawing, painting and as long as I can remember, I have always wanted to be an artist. My father is a filmmaker and for many years he owned and ran, together with my mum, a film production company specialised in TV commercials. I was literally raised on film sets among creative people and I always found the creative environment more inspiring and I never pictured myself doing a regular 9 to 5 job. I am currently studying architecture at Westminster University in London and when I am not studying, I design watches, this my full-time passion. Möels & Co will be my full-time job after I finish my studies. At the moment my parents are managing the business because I don’t have the time and the experience to run a business alone.

For me, it all starts with a paper and a pencil, they are the greatest tools a designer can have along with proper research. When I design, research is my best friend, I believe observation is my greatest craftsmanship, it allowed me to take inspiration from what has already been and with the internet I was able to learn from the best. From sketching, to digital drawings, to cardboard mockups; from learning not only the dimensions and dial design but figuring out how it all comes together, how it all fits on the inside. Obviously nowadays pencil drawings aren't enough so I used Vectorworks (CAD software) and Photoshop to develop in depth my designs.

When I finalised my first project and I held my design prototype, I thought I would be anxious and nervous but I only felt a great deal of satisfaction and accomplishment.

I am a dual-citizen, I am half Brazilian, half Italian and I’ve been fortunate enough to have started traveling around the world since I was only 8yo. At 16 I was selected to be part of the Erasmus+, the European Union student exchange programme which promotes cultural, social, and academic exchanges between European students. I have been to 16 countries in 3 continents, I have lived in 4 countries and speak 3 languages. Currently I live between Italy and England, where I was exposed to different cultures and languages that offered me an intellectual and artistic environment to stimulate my creativity and help me to develop a sensitive worldview.

I'm only 22, I am in the very beginning of a long journey so I might not be the right person to give advice at this very early stage, but one thing I can say. Be patient and do everything to the best of your abilities; don’t underestimate hard work; partner with experienced and reputable manufacturers, work with people you can trust.

One of the most important skills I developed as a designer was learning to understand which ideas and concepts are not working and give up on them, no matter how much work I have put into it already. Sometimes our ideas fail and we simply need to restart with fresh eyes, but we can never think of it as wasted time and learn from our mistakes.

I have a very simple but busy life, I am currently studying architecture at the University of Westminster in London where I spent most of my time stuck in the workshop rushing to get my never ending list of assignments. I enjoy good movies and series when I am drawing and sketching because they help me stay concentrated and inspired. In my free time I love travelling, visiting museums and fairs around the city.

I believe if a design isn't unified, then it's disjointed. No matter how beautiful a design can be, if there's not some type of unity bringing all the elements together then the design will ultimately fail in its goal. In any design I create, whether it's a watch or a scooter, it needs to have a strong unity.

Designing takes time. I was taught that a design is never truly finished and a good designer is always trying to look for ways to improve. I consider a designed finished when a good amount of satisfaction is achieved towards my work, and in my personal experience that takes around 2-4 months depending on the complexity of it.

My main inspirations and the base for my designs are Raymond Loewy, Walter Gropius, Le Corbusier, Marcel Breuer, Mies van der Rohe, Charles and Ray Eames, Alvar Aaalto, Eero Saarinen, Oscar Niemeyer and Dieter Rams.

Dieter Rams is one of the most influential industrial designers of the last 50 years, has had a truly remarkable impact on the design industry and the overall concept of product design as we know it today. He attempted to express what he believed to be the 10 most important principles for good design which I follow to create my own designs. He is also the author of one of my favourite pieces, the L 2 speaker, 1958, by Dieter Rams for Braun.

My goal while designing Möels & Co 528 was to communicate a message of a strong unity in which all elements of the design fit together and feel like they all belong to each other in a unified piece. I believe if a design isn't unified, then it's disjointed. In any design I create, it needs to have a strong unity. No matter how beautiful a design can be, if there's not some type of unity bringing all the elements together then the design will ultimately fail in its goal.

In terms of inspiration I was influenced by vintage style and culture from the 50s, 60's and 70’s, they are the base for creating my mid-cent inspired designs.

Together with my team and partners we want to become one of the coolest watch brands in the industry, we will make collaborations with artists and launch signature limited editions. We will re-invest 50% of our profits into R&D and production, we will have a prototyping workshop in-house and will set-up a service network worldwide for maintenance and repairs. We will also implement a loyalty program with rewards for those who stay faithful to our brand and we will open a flagship store in London. We have 5 new concepts in the pipeline but for now we will concentrate on evolving the 528 model. We intend to offer precious metal cases and also other high end movements. We also have plans to offer an integrated steel bracelet and two case sizes, one bigger and another smaller.

This is my first product and building a product from scratch is challenging, especially with no academic background in industrial design. I spent a long time on researching and educating myself, but my biggest challenge was finding the design path. It took me 2 years to find it but after that the development went smoothly despite the pandemic.

This design was not commissioned and it is born out of hard work and passion. Thanks to my architecture background I am highly influenced by the Bauhaus and Mid-century Modern. I believe that many people like me are experiencing feelings of nostalgia for long-lasting products from the past that bear much simpler aesthetics so I decided to get back to basics and create a product using the same solid design principles from the past and added the best possible components and modern manufacturing.

My design is not being produced or used by another company. I did not plan on leasing product rights but the world is full of opportunities and I plan to listen to them all.

I found myself steeped into horology since I was 11 thanks to my father who is a watch enthusiast and also a collector of vintage timepieces, but that’s not the main reason. I observed that most established watch brands are highly hesitant about launching new designs and have come to a standstill in terms of creativity. There are many reissues and a deficit of new watch models on the market and prices are still unreasonable, so I saw this as an opportunity to develop something different and created Möels & Co 528.

My main inspirations and the base for my designs are Raymond Loewy, Walter Gropius, Le Corbusier, Marcel Breuer, Mies van der Rohe, Charles and Ray Eames, Alvar Aaalto, Eero Saarinen, Oscar Niemeyer and Dieter Rams.

Dieter Rams is one of the most influential industrial designers of the last 50 years, has had a truly remarkable impact on the design industry and the overall concept of product design as we know it today. He attempted to express what he believed to be the 10 most important principles for good design which I follow to create my own designs. He is also the author of one of my favourite pieces, the L 2 speaker, 1958, by Dieter Rams for Braun

This design is for customers willing to stand out from the ordinary, and as I said before for customers who are experiencing feelings of nostalgia for long-lasting products from the past that bear much simpler aesthetics.

I would say the overall design which is highly distinctive thanks to its rectangular case shape and the asymmetric dial that was sectioned according to the golden ratio. The dial is painted with a silver metallic base mixed with a pigment coating that provides a brilliant and luminous finish and depending on the light circumstances the colour of the dial changes creating an effect that is highly unique and attractive. In addition, the design is sleek, without frills, complications or needless decorations and the 10 ATM water resistance rating which is much greater than the 3 ATM rating common to most dress watches. Möels & Co 528 is truly unique timepiece on today’s market.

The528model is named after the Solfeggio frequencies, the528Hz Frequency, also known as the love frequency, is thought to resonate at the core of everything in the universe. This frequency is the mostsignificantof the Solfeggio Frequencies, it has a deep-rooted relationship with nature and appears in many songs, most famously John Lennon's Imagine was composed in528Hz.

For me, it all starts with a paper and a pencil, they are the greatest tools a designer can have along with proper research. When I design, research is my best friend, I believe observation is my greatest craftsmanship, it allowed me to take inspiration from what has already been and with the internet I was able to learn from the best. From sketching, to digital drawings, to cardboard mockups; from learning not only the dimensions and dial design but figuring out how it all comes together, how it all fits on the inside. Obviously nowadays pencil drawings aren't enough so I used Vectorworks (CAD software) and Photoshop to develop in depth my designs.

The perfect proportion of the asymmetric dial that is based on the ‘golden ratio’ widely used in the arts, architecture and music, from Leonardo Da Vinci, Debussy and Piet Mondrian to Le Corbusier. Combined with the use of unique colours and the horizontal satin brushed finish.

I designed everything from scratch and worked by myself through the creative part of the process. For prototyping and production, I set up partnerships with reputable manufacturers that developed my drawings in depth and with a level of detail I could not achieve alone.

I used only social networks and received amazing feedback from the general public, watch enthusiasts and even from industry insiders. In just two weeks in reputable watch groups and forums I have received almost 5000 likes and more than 1400 positive comments about the design and 99% of them expressed they would definitely purchase a Moels & Co 528 timepiece due to its unique design, technical specifications and price point. This positive feedback was enough for me to valid my design and move forward.

The last two years have been very difficult for most of us, this year, 2022, has certainly been better on multiple levels, but not yet ideal. We’re still living in a world full of uncertainties, but my biggest challenge was not the pandemic, but to find my own design path. Horology is a world where everything has already been done, so coming up with something new in a very traditional and established industry requires a lot of creativity and courage. I was afraid my design would fail, but surprisingly it has been well accepted by most people, including watch enthusiasts and industry insiders so I feel proud and motivated to move forward.

I found the A’ Design Award by chance and I instantly recognised that submitting my first design to such a honourable competition would be a great opportunity for me to grow as designer, learn from the best of the best in the industry and help my design reach its fullest potential. The whole experience has been very rewarding to this point and I am looking forward to what comes next.

One of the most important skills I developed as a designer was learning to understand which ideas and concepts are not working and give up on them, no matter how much work I have put into it already. Sometimes our ideas fail and we simply need to restart with fresh eyes, but we can never think of it as wasted time and learn from our mistakes.

I am 22 years old, I do not have a design background am currently studying architecture at Westminster University in London and when I am not studying, I design watches, this my full-time passion.

Since I was a kid, I’ve always loved drawing, painting and as long as I can remember, I have always wanted to be an artist. My father is a filmmaker and for many years he owned and ran, together with my mum, a film production company specialised in TV commercials. I was literally raised on film sets among creative people and I always found the creative environment more inspiring and I never pictured myself doing a regular 9 to 5 job. I am currently studying architecture at Westminster University in London and when I am not studying, I design watches, this my full-time passion. Möels & Co will be my full-time job after I finish my studies. At the moment my parents are managing the business because I don’t have the time and the experience to run a business alone.

I'm only 22, I am in the very beginning of a long journey so I might not be the right person to give advice at this very early stage, but one thing I can say. Be patient and do everything to the best of your abilities.

I believe if a design isn't unified, then it's disjointed. No matter how beautiful a design can be, if there's not some type of unity bringing all the elements together then the design will ultimately fail in its goal. In any design I create, whether it's a watch or a scooter, it needs to have a strong unity.

My main inspirations and the base for my designs are Raymond Loewy, Walter Gropius, Le Corbusier, Marcel Breuer, Mies van der Rohe, Charles and Ray Eames, Alvar Aaalto, Eero Saarinen, Oscar Niemeyer and Dieter Rams. There many others these are the most relevant to me.

Dieter Rams is one of the most influential industrial designers of the last 50 years, has had a truly remarkable impact on the design industry and the overall concept of product design as we know it today. He attempted to express what he believed to be the 10 most important principles for good design which I follow to create my own designs. He is also the author of one of my favourite pieces, the L 2 speaker, 1958, by Dieter Rams for Braun

If I hadn’t become a designer I would have worked in cinema and production.

Möels & Co will be my full-time job after I finish my studies. At the moment my parents are managing the business because I don’t have the time and the experience to run a business. Owning a Microbrand is all about pioneering, affordability and the possibility to have direct contact with consumers and offer a more personalised buying experience, which is something almost impossible with big brands. I am very excited to see my brand reach its fullest potential.

Designing takes time. I was taught that a design is never truly finished and a good designer is always trying to look for ways to improve. I consider a designed finished when a good amount of satisfaction is achieved towards my work, and in my personal experience that takes around 2-4 months depending on the complexity of it.

My favourite way to start a new design is to research as much as I can about the niche in books, websites, magazines or observing how people interact with other designs. Inspiration can come from anywhere, but research will turn it into something real.

For me, it all starts with a paper and a pencil, they are the greatest tools a designer can have along with proper research. When I design, research is my best friend, I believe observation is my greatest craftsmanship, it allowed me to take inspiration from what has already been and with the internet I was able to learn from the best. From sketching, to digital drawings, to cardboard mockups; from learning not only the dimensions and dial design but figuring out how it all comes together, how it all fits on the inside. Obviously nowadays pencil drawings aren't enough so I used Vectorworks (CAD software) and Photoshop to develop in depth my designs.

Since I was a kid, I’ve always loved drawing, painting and as long as I can remember, I have always wanted to be an artist. My father is a filmmaker and for many years he owned and ran, together with my mum, a film production company specialised in TV commercials. I was literally raised on film sets among creative people and I always found the creative environment more inspiring and I never pictured myself doing a regular 9 to 5 job. I am currently studying architecture at Westminster University in London and when I am not studying, I design watches, this my full-time passion. Möels & Co will be my full-time job after I finish my studies. At the moment my parents are managing the business because I don’t have the time and the experience to run a business alone.

Möels and Co is a designer watch brand rethinking the way we design, build and sell wrist wear. We look to the future beyond watch making, we are not necessarily locked down in tradition, we are a brand seeking out our own path. We are industry outsiders, we take risks, experiment and innovate. We are on a mission to bring stunning timepieces to more people in an innovative, sustainable and transparent way. We are devoted to pursue beauty and fight against ugliness because we believe everybody deserves good design and that good design does not have to be expensive. Möels & Co is founded on three values: creativity, desirability and accessibility, this is what guides us throughout our entire design process. Our designs are cool, casual and graced with beauty, elegance and sophistication.

Design is everywhere we look and is everything we touch. Design for me is creation, problem solving, self expression.

Besides architecture, I'm also into fashion and every day I set aside some time to do something I love too, watch design. In fact, I design all kinds of things, I'm passionate about designing products that are simple, clean and beautiful. I am heavily influenced by Dieter Rams, Mid Century Modern and the Bauhaus.

My main inspirations and the base for my designs are Raymond Loewy, Walter Gropius, Le Corbusier, Marcel Breuer, Mies van der Rohe, Charles and Ray Eames, Alvar Aaalto, Eero Saarinen, Oscar Niemeyer and Dieter Rams.

Dieter Rams is one of the most influential industrial designers of the last 50 years, has had a truly remarkable impact on the design industry and the overall concept of product design as we know it today. He attempted to express what he believed to be the 10 most important principles for good design which I follow to create my own designs. He is also the author of one of my favourite pieces, the L 2 speaker, 1958, by Dieter Rams for Braun

When the pandemic put the world in lockdown, I spent most of my time on learning watchmaking, two years have passed and today, I am excited to introduce and share with you my first creation - Möels & Co 528, launched by my own company. I have never worked for anyone else.

I don't have a preferred platform or technological process I choose when designing because I believe in experimenting with all of them, we might find the strangest mediums to be the solution to our problems. But 3D printing is a process I want to explore in my next designs, and working with sustainable materials such as BananaTex and Sabra Silk.

I feel the most creative when I am observing the world around me, watching people go by their lives, finding the great in the most ordinary of things. I feel creative when I am in a comfortable environment, when I feel respected and when I am challenged.

I design what is essential by removing anything unnecessary and focusing on what's fundamental.

When I finalised my first project and I held my design prototype, I thought I would be anxious and nervous but I only felt a great deal of satisfaction and accomplishment.

I believe if a design isn't unified, then it's disjointed. No matter how beautiful a design can be, if there's not some type of unity bringing all the elements together then the design will ultimately fail in its goal. In any design I create, whether it's a watch or a scooter, it needs to have a strong unity.

When judging a design good or bad, the first aspects I consider are function, motive and aesthetics.

My first exhibition will be held by the A design Award.

I have always been fascinated and influenced by vintage style and culture from the 50s, 60's and 70's and the base for creating mid-cent inspired designs. Given my personal interest in watches, thanks to my father who is a longtime watch enthusiast and also a collector, it is not surprising that I should have decided to create my own wrist wear brand. I design everything from scratch and set up partnerships with reputable manufacturers.

I am a dual-citizen, I am half Brazilian, half Italian and I’ve been fortunate enough to have started traveling around the world since I was only 8yo. At 16 I was selected to be part of the Erasmus+, the European Union student exchange programme which promotes cultural, social, and academic exchanges between European students. I have been to 16 countries in 3 continents, I have lived in 4 countries and speak 3 languages. Currently I live between Italy and England, where I was exposed to different cultures and languages that offered me an intellectual and artistic environment to stimulate my creativity and help me to develop a sensitive worldview.

This is my first venture in the market, and I have never worked for another company. I enjoy the idea of keeping it in the family business but I am open to any opportunity.

My fathers vintage watch collection.

I have a very simple but busy life, I am currently studying architecture at the University of Westminster in London where I spent most of my time stuck in the workshop rushing to get my never ending list of assignments. I enjoy good movies and series when I am drawing and sketching because they help me stay concentrated and inspired. In my free time I love travelling, visiting museums and fairs around the city.

I'm only 22, I am in the very beginning of a long journey so I might not be the right person to give advice at this very early stage, but one thing I can say. Be patient and do everything to the best of your abilities; don’t underestimate hard work; partner with experienced and reputable manufacturers, work with people you can trust.

The only negative I find to being a designer is that when you become a public figure and share your creations you need to deal with public opinion. No matter how much praise or constructive criticism you get from people who appreciate you and want to help you, there will always be someone trying to put you down with hateful words.

My golden rule is to research as much as I can in books, websites, magazines or observing how people interact with other designs. Inspiration can come from anywhere, but research will turn it into something real.

One of the most important skills I developed as a designer was learning to understand which ideas and concepts are not working and give up on them, no matter how much work I have put into it already. Sometimes our ideas fail and we simply need to restart with fresh eyes, but we can never think of it as wasted time and learn from our mistakes.

For me, it all starts with a paper and a pencil, they are the greatest tools a designer can have along with proper research. When I design, research is my best friend, I believe observation is my greatest craftsmanship, it allowed me to take inspiration from what has already been and with the internet I was able to learn from the best. From sketching, to digital drawings, to cardboard mockups; from learning not only the dimensions and dial design but figuring out how it all comes together, how it all fits on the inside. Obviously nowadays pencil drawings aren't enough so I used Vectorworks (CAD software) and Photoshop to develop in depth my designs.

Designing takes time. I was taught that a design is never truly finished and a good designer is always trying to look for ways to improve. I consider a designed finished when a good amount of satisfaction is achieved towards my work, and in my personal experience that takes around 2-4 months depending on the complexity of it.

I don’t have any job experience to date.

I never had a client before.

I am very glad I started designing very young and I am proud of what I achieved so far. My plans right now are finishing my architecture degree, working hard to see my first brand Möels & Co reach its fullest potential and continue to develop new designs whenever I can.

To date I have developed all my designs alone, I never worked for a company or had any clients, I work well by myself but I never ignored opinions from the outside and I found myself asking for my father’s view many times to guide me. Having a second or third look on your work is essential to find the errors we are sometimes too tired to see.

In my University studio I worked in a team many times and it's an amazing way to learn, I work well with people as well because I treat them with respect and I believe every opinion counts. I look forward to working with other designers and teams in the future.

I have a few other projects I have been developing on the side that I will be talking about in the near future.

I can be contacted through my business email: betina@madmanfatman.com, personal email: betinamenescal@gmail.com or through my LinkedIn page: https://www.linkedin.com/in/betina-menescal-b296421b7/