1i1 LAB Project

Create Time. Create Identity.

Between the before and the after, there is the now.

1i1 LAB is a creative and immersive experience where each participant imagines, develops, and assembles their own mechanical watch.

More than building a watch, participants go through the entire creative journey — from the initial idea to the final object.

The result is not just a watch.

It is a unique piece, created to express identity, vision, and meaning.

In a market shaped by mass production and standardized taste, 1i1 LAB proposes the opposite:

Creating personal mechanical objects.

Concept

1i1 LAB transforms the watch from a product into an expression.

Each piece is born from the vision of its creator and carries elements of their story, references, and choices.

The goal is not to reproduce trends or create mass-produced objects.

It is to transform ideas into mechanical objects with identity.

The Creative Journey

1 — Inspiration

Every creation begins with an idea.

At this stage, participants explore references, stories, objects, experiences, places, memories, and concepts they wish to translate into a watch.

The starting point can come from anywhere:

a journey,

a car,

an aircraft,

an artwork,

a moment,

an emotion,

a symbol.

The watch exists before it physically exists.

It begins as meaning.

2 — Design Lab

The idea is transformed into a visual concept.

With the support of artificial intelligence tools and creative development processes, participants explore forms, proportions, materials, and aesthetic language.

The goal is to visualize the watch before it is built.

During this phase, the following elements are developed:

• visual concept;

• identity;

• aesthetic language;

• composition;

• project refinement.

3 — Configuration

With the concept defined, the selection of components that will shape the watch begins.

Participants define the elements that will compose their piece:

• movement;

• case;

• dial;

• hands;

• strap;

• finishes;

• engravings;

• personalized details.

Every decision influences the final result.

4 — Assembly Session

Construction begins.

Under guidance, participants assemble their watch.

The process may include:

• component preparation;

• movement installation;

• dial positioning;

• hand installation;

• case assembly;

• final adjustments.

The goal is not to train watchmakers.

It is to create a connection between creator and object.

5 — Inspection

After assembly, the watch goes through the verification process.

The following aspects are evaluated:

• alignment;

• functionality;

• finishing quality;

• assembly;

• visual integrity.

6 — Functional Testing

The watch undergoes operational validation.

The process includes:

• functional testing;

• operational inspection;

• necessary adjustments;

• final validation.

7 — Final Personalization

The experience concludes with the definitive personalization of the piece.

Participants define the case back engraving.

Options may include:

• name;

• date;

• phrase;

• coordinates;

• edition number;

• personal message.

At this moment, the project ceases to be a concept.

And becomes an object.

Delivery

At the end of the experience, each participant receives:

• assembled watch;

• personalized engraving;

• experience certificate;

• photographic record;

• documentation of the created project.

Positioning

1i1 LAB does not create watches in series.

It creates mechanical objects with identity.

Each piece is the result of choices, stories, and meaning.

No watch needs to be the same.

Because no story is the same.