Moels and Co 528 ᱜᱷᱚᱸᱲᱤ by Betina Greca Menescal - Moels and Co

Moels and Co 528 ᱜᱷᱚᱸᱲᱤ by Betina Greca Menescal - Moels and Co is a highly esteemed winner of the very prestigious 2022 A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱜᱟᱦᱱᱟ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.

ᱥᱳᱱᱟᱜᱟᱦᱱᱟ· 2022

Moels and Co 528 ᱜᱷᱚᱸᱲᱤ

by Betina Greca Menescal - Moels and Co

Client: Moels and Co

A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱜᱟᱦᱱᱟ Category

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Colors

The Design

About Moels and Co 528 ᱜᱷᱚᱸᱲᱤ

Moels and Co 528 ᱫᱚ ᱢᱚᱫᱷᱚ ᱱᱟᱶᱟ ᱥᱚᱛᱟᱵᱽᱫᱤ ᱠᱷᱚᱱ ᱩᱫᱽᱜᱟᱹᱣ ᱧᱟᱢ ᱟᱠᱟᱱ ᱛᱤᱱᱟᱹᱜ ᱜᱷᱚᱸᱲᱤ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱨᱮ ᱪᱚᱠᱚᱬ ᱵᱟᱺᱫᱤ ᱠᱮᱥ ᱟᱨ ᱵᱟᱝ ᱥᱚᱢᱟᱱ ᱰᱟᱭᱟᱞ ᱢᱮᱱᱟᱜᱼᱟ ᱡᱟᱦᱟᱸ ᱫᱚ ᱥᱚᱱᱟ ᱚᱱᱩᱯᱟᱛ ᱞᱮᱠᱟᱛᱮ ᱦᱟᱹᱴᱤᱧ ᱟᱠᱟᱱᱟ᱾ ᱰᱟᱭᱟᱞ ᱫᱚ ᱪᱟᱺᱫᱤ ᱫᱷᱟᱛᱩ ᱵᱷᱤᱛᱤ ᱥᱟᱶ ᱨᱚᱝ ᱯᱚᱫᱟᱨᱛᱷ ᱠᱚᱴᱤᱝ ᱢᱮᱥᱟ ᱠᱟᱛᱮ ᱨᱚᱝ ᱟᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱫᱚ ᱪᱟᱸᱫᱚᱭ ᱤᱫᱤ ᱮᱢᱟ ᱟᱨ ᱢᱟᱨᱥᱟᱞ ᱚᱵᱚᱥᱛᱷᱟ ᱞᱮᱠᱟᱛᱮ ᱰᱟᱭᱟᱞ ᱨᱮᱱᱟᱜ ᱨᱚᱝ ᱵᱚᱫᱚᱞᱚᱜᱼᱟ ᱡᱟᱦᱟᱸ ᱫᱚ ᱟᱹᱰᱤ ᱜᱚᱨᱚᱡᱽ ᱥᱚᱫᱚᱨ ᱮᱢᱟᱱᱟ᱾ ᱡᱟᱦᱟᱸᱱᱟᱜ ᱦᱚᱸ ᱥᱟᱡᱟᱣ, ᱮᱴᱟᱜ ᱟᱨ ᱵᱟᱝ ᱞᱟᱹᱠᱛᱤᱭᱟᱱ ᱥᱟᱡᱟᱣ ᱵᱟᱹᱱᱩᱜ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱛᱮᱦᱮᱧ ᱟᱹᱠᱤᱱᱟᱜ ᱵᱟᱡᱟᱨ ᱨᱮ ᱥᱚᱨᱮᱥ ᱜᱮᱭᱟ᱾

The Recognition

About the A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ

Moels and Co 528 ᱜᱷᱚᱸᱲᱤ ᱫᱚ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱟᱨ ᱥᱩᱱᱫᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Moels and Co 528 ᱜᱷᱚᱸᱲᱤ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Moels & Co 528 is a highly distinctive timepiece due to its unique rectangular case shape and the asymmetric dial which was sectioned according to the golden ratio. In addition, the see-through case back that shows the mechanical movement working, a 10 ATM water resistance rating much greater than standard 3ATM, a 3mm thick double domed sapphire crystal used mostly on dive watches and the dial painted with metallic shimmers that change colours depending on the light circumstances.
Dimensions & Packaging: 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, it measures only 18cm x 8cm x 4cm and I designed it to fit into a mailer bag and reduce shipping costs. Leather strap width and length are 22mm/20mm and 120mm/80mm respectively.
Tags: Mid century inspired design, automatic watch, designed by woman, clean, classic, metallic colours, TV shaped case, premium materials.
Production Technology: I used Vectorworks to develop the technical drawings and instead of using 3D printing I built the mock ups myself using only paper, cardboard and velcro. I then forwarded my CAD files to the factory, where they produced the prototype. The case is manufactured with high precision 5 axis CNC machining and it is made of 316L 1.4404 steel which is the most commonly used metal in watchmaking. Stainless steel remains the best material for case production due to its excellent properties and infinitely recyclability with no loss of quality.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: The project started in April 2020 in Como, Italy and finished prototype manufacturing in January 2022 in Como, Italy.
Operation Flow: Mechanical watches do not require batteries as they are powered through the kinetic energy generated by the wearer's arm movement. A mechanical movement is made entirely of metal and it 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 it never comes to waste, it has an indefinite lifespan which quartz powered watches and smartwatches do not have.
Patents: Mark: MOELS+CO, 2022, Trade Mark No: UK00003689538, Holder: MADMAN & FATMAN LTD.
Image Credits: Image #1: Render by Stefan Brown/Renderologists Ltd, Front View Graphite, 2022.
Image #2: Render by Stefan Brown/Renderologists Ltd, Back View, 2022.
Image #3: Render by Stefan Brown/Renderologists Ltd, Exploded View, 2022.
Image #4: Photographer Betina Menescal, 2022.
Image #5: Photographer Betina Menescal, 2022.
Video Credits: A film by Betina Menescal and David Goncalves. Cinematography and Editing by David Goncalves. Music by Matrika, license code: DJBJEWILOGIQV1DZ. All stock footage legally acquired under Shutterstock license.