![]() The sans serif font maximises the legibility of the small size, the numbers are narrow, close together and closed. Two strategiesįor some brands, the typography on the dial is a genuine signature, while for others it can change considerably depending on the model.įor Richard Mille and Officine Panerai, the typography is an integral element in the brand’s identity.Ĭonversely, at Breitling and Hermès, typography can vary according to the model. Since they are always a balance between technology and poetry, watch brands make specific typographical choices, which I aim to illustrate here with some examples. Whether they are Roman or Arabic, transfers or appliques, they are not simply material but they are shapes, too. In the world of luxury watchmaking the watch dial acts as a stage for numbers that draw us into the brand’s universe and the concept behind the product. The same is true of the written word: the font (or “typography”) sets the tone of a message. ![]() We are used to hearing that 80% of the message in communication is not expressed in concrete terms: gestures, tone of voice and posture convey the majority of the information.
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