In an era where digital screens dominate our relationship with time, the wristwatch has shifted from pure functionality to a form of visual communication. PASCAL's watch collection explores this transition, treating jewelry timepieces as objects that reflect evolving attitudes toward craft, identity, and temporality.
The California-based brand, which works with lab-grown diamonds, approaches watchmaking through a design-focused lens. The central inquiry is practical: when time is available on every digital device, what role does a physical jewelry timepiece play? The response involves making time tangible—using architectural forms and diamonds to create objects where timekeeping becomes a spatial and visual experience.
"Design functions as a language," notes Adam, CEO of PASCAL. "Our approach examines how materials like diamonds can shift the experience of reading time from purely functional to more observational."
PASCAL's modern timepiece design draws from architectural principles—geometric structures, metal surfaces that interact with light, and proportional relationships that create dimensional experiences. Dials are composed so that diamonds and functional elements work with negative space, referencing modernist design traditions.
The design language varies across categories. The women's watch collection uses flowing lines and curves, with diamonds integrated along these paths to emphasize movement and fluidity. This approach moves away from assumptions that feminine design requires smaller scale or excessive ornamentation. The men's watch range focuses on structural elements and weight distribution, where diamonds function as geometric markers within bolder forms, avoiding the oversized trend that has characterized men's watches in recent years.
The unisex watch designs address the gender binary that has traditionally structured watch categories. Rather than compromising between masculine and feminine codes, these pieces work with proportion, material, and form in ways that don't rely on gendered associations. Diamonds in this context serve as elements of clarity and light rather than gender-specific decoration, making the unisex watch function as a jewelry timepiece defined by material qualities rather than demographic targeting.
PASCAL's use of lab-grown diamonds aligns with broader shifts in luxury goods. These diamonds—identical in physical and chemical properties to mined stones—allow for different approaches to light, transparency, and integration within modern timepiece design. The diamonds interact with light dynamically, changing appearance with wrist movement.
The collection sits within the ongoing convergence of jewelry timepieces and fashion jewelry, occupying space between functional instruments and decorative objects. This reflects current directions in modern timepiece design that acknowledge both horological tradition and contemporary aesthetic priorities.
"Our focus is on objects that combine function with intentional design," Adam explains. "The placement of diamonds and case architecture are decisions aimed at creating jewelry timepieces that reward closer attention."
The work addresses several design questions: how a women's watch can express contemporary femininity, how a men's watch can balance presence with restraint, and how a unisex watch can operate outside binary categories. The consistent use of diamonds across these categories suggests a shift in luxury—where material qualities become shared elements of modern timepiece design rather than markers of specific demographics.
Choosing to wear a physical jewelry timepiece when digital time is ubiquitous represents a preference for material objects and analog experiences. It indicates that time can be engaged with through designed objects that combine technical execution with the visual properties of diamonds and metal.
To explore the design and view the complete watch collection, visit the official PASCAL digital atelier at https://pascaldesign.com/.
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For more information about PASCAL, contact the company here:
PASCAL
Snow
collab@pascaldesign.com
170 S La Brea Ave, Los Angeles, CA 90036
United States
