ALTO, a new watchmaking brand, asked us to collaborate on the launch of their ground-breaking first model: ART 01. From naming consultancy, icon and wordmark design, to branding applications on the watch, we conceived a minimal and coherent visual identity to match the unique wedge-design product aesthetics.

After working at Audemars Piguet, founder Thibaud Guittard gathered his ideal entourage to launch ALTO: Raphael Abeillon­—formerly Cartier’s watch designer—for the monobloc timepieces, Mathieu César for the stills and films, Yorgo for the icon design, Leo Walk for the choreography, and Pedro Winter the launch event.

In addition to their innovative sapphire crystal shapes, the watches’ second hand runs in reverse.

Photo credits : Alto watches and Emmanuelle Lubaki ©Yorgo&Co