Contemporary timepiece

Dune

Element Lab

Luxury Goods

2026

Services

Industrial Design, Packaging, Colour, Material & Finish, Branding

Dune is a watch that translates the sculpted forms of wind-shaped sand dunes into a refined, contemporary timepiece, taken through to production-ready development.

What we were asked.

The question we set ourselves: can a watch carry emotional, sculptural character and still be commercially and technically viable to produce?

What we answered.

Natural form doesn't have to be decorative. Dune translates the transitions and proportions of a dune landscape directly into the watch's geometry, letting the shape carry the idea rather than a pattern applied to a standard case.

A watch with soft, sculpted transitions and balanced proportions, built around carefully selected materials. Distinctive and timeless, with a premium aesthetic suited to everyday wear.

The strap uses a magnetic snap closure, holding the watch securely to the wrist without a traditional buckle, in keeping with the pared-back language of the case.