In the event you needed to distill Adsum’s design ethos right into a unmarried sentiment, it’d be one thing like “easy is best possible”. The Brooklyn-based emblem excels at making easy-wearing menswear staples stripped of extraneous main points, with a focal point on are compatible and upholstery as a substitute. Its items skew outdoors-y however keep away from over-the-top gorp aesthetics—shorts that may maintain a grueling hike as simply as a Sunday morning espresso run, say, or swishy rain jackets that don’t scream “final probability at REI”. Over time, the emblem’s remit has prolonged to incorporate nearly each and every a part of the closet, even though it’s by no means risked a foray into the watch marketplace. However with the assistance of the horology professionals at Timex, Adsum’s first timepiece is formally right here—and true to the emblem’s guiding ideas, it’s about as low-key as a hotly-anticipated watch can also be.
For its first ever partnership with the mythical American horologists, Adsum appeared to the MK1. At first produced for the U.S. Marines within the ‘80s, the type was once discontinued after just a few months as a result of a caseback that made upkeep subsequent to inconceivable. Suffice to mention, it briefly accumulated a cult following a few of the form of watch fanatics that prize shortage above all else. Timex in the end presented an up to date model of the MK1 in 2016 (this time with enhanced repairability and a tougher construct), and within the time because it’s been iterated upon by way of manufacturers like YMC, Goodhood, and Todd Snyder.
Adsum’s rendition includes a quartz motion wrapped in a 36mm chrome steel case with handy glow-in-the-dark fingers and water resistance to 30 meters, however differently, it’s remarkably unremarkable. It is solely devoid of the type of dazzling headaches and dials that make watch geeks foam on the mouth, and it is a some distance cry from the wrist-sized supercomputers you’ll use to trace your well being or textual content your pals. (It additionally swaps out the watch’s same old typeface for Adsum’s most well-liked Helvetica font, a nod to the emblem’s New York house base.) Save for a tiny brand on the backside of the face, you could now not be capable of inform it was once the results of a collaboration in any respect.
Which is more or less the purpose. With such a lot of stimuli repeatedly vying in your consideration, it is refreshing to look down at your wrist and spot an eye fixed that revels in its simplicity. Like Dieter Rahms’ paintings at Braun or, sarcastically, any slew of Apple merchandise, Adsum’s MK1 is obvious and easy in the most efficient sense. It is not a stealthy hunk of aluminum you fish from your pocket with a groan, or a mechanical wonder supplied with extra headaches than you’ll ever want. Most commonly, it tells the time and reminds you to be provide, whether or not you’re exploring the outside or simply imagining you might be when you in any case filter your inbox. Existential bliss—or, a minimum of, a tantalizing glimpse of it—hardly comes this affordable.