The last time we wrote about Dana Krieger's work was when he was with Teague, working on projects like the Pulse bike and a set of Bucky-Fuller-inspired headphones; now the industrial designer is at branding/product design/strategy firm Astro Studios in San Francisco, and his latest project is rethinking the watch. The name of Astro's new watch brand, MINUS 8, is a reference to the West Coast's time zone, officially known as Coordinated Universal Time Standard -8.
"Watches attract designers like moths to the flame, so we couldn't resist taking our own approach to this ages-old design problem," writes Krieger. "We invented the MINUS 8 brand, consisting of products which reference the unique time and place of West Coast culture."
The recently-completed project is so new that at press time it wasn't yet on Astro Studios' website. Hit the jump to see more drool-worthy shots and a project explanation from Krieger.
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