The Swiss watch brand XEMEX bears the signature of the internationally renowned and acclaimed Swiss designer Ruedi Külling.
Xemex Swiss Watch launched its first watch model, the “Offroad No. 1“, in 1996. With this first timepiece, the brand’s creator and designer consistently realized his concept of watch design in accordance with his principles “Simplify, unify, clarify”. This circular timepiece quickly created a furore. Strictly functional and with a design pared down to the barest essentials, it was received with enthusiasm by all lovers of conscious design.
In 2000, following on from the success of these watches, XEMEX presented the “Avenue” line; this was followed by the lines “Speedway” (2003 – today “XE 5000”), “Piccadilly” (2004), ARTE (2008) and CONCEPT ONE (2009). In addition to the mentioned models the whole collection has been completed by an entire new Ladies Collection called “Savannah” (2008).
However, the success of XEMEX is not only due to its outstanding, fundamentally unique design. When Ruedi Külling founded Xemex Swiss Watch in 1996, he planned the brand with all its characteristics from the very beginning.
The XEMEX brand is a completely coordinated unit. Name, logo, image and design are all in harmony and complement each other perfectly. The name can be pronounced anywhere in the world and can be read from both left to right and right to left; this is underlined by the clear typography of the logo.
The design is distinguished by its powerful character and memorable formal language. Xemex does not create trends, but manufactures milestones whose form, color and incomparable love of detail make subtle elegance into an unforgettable trademark. As the daily focus of frequent attention, the watch must be just right – for the wearer and for the function, although form is subordinate to function. Reducing the design to the bare essentials guarantees good readability during the day and at night. The architecture of time is straightforward, without frills.
The clean typography and the finished, meticulous construction of the case reflect the precision of the movement. The dial, the hands and the flexible bridges emphasize the interplay of the elements. This instrument shows the time as a self-contained unit. This has made it possible for XEMEX watches to become highly valued collector’s items. This is also due to technical competence, visionary design and a clever marketing strategy.
After one and a half years of preparation, Külling presented his new brand Xemex Swiss Watch with its product philosophy, and launched his first line, “Offroad”.
In watch design, Ruedi Külling’s motto is: less is more. This concept also made him famous as a graphic designer; his posters are on display in the Museum of Modern Art, New York. Now they have been joined by some of his watches. They can also be admired in the Chicago Museum of Architecture Design, the London Design Museum and the Guggenheim Museum in New York.
Külling reduces things to the bare essentials. Clear forms, functional but nevertheless stylish, are the foundation of his designs. Watches serve to show the time, without which they would be useless. Readability is therefore of prime importance; it is achieved through the clarity of the design. Watches make people, they express their identity and underline their individual personality.
The brand’s success story is still continuing today; it has been able to make a name for itself in a short time – and not only with watch lovers. Everyone who appreciates simple elegance is attracted by the clear design, well thought out down to the smallest detail, and the appealing charisma of these timepieces. Their self-contained, straightforward design has made XEMEX watches popular all over the world.
The 6 Design Series of Xemex Swiss Watch
1st Design Series: 1996 – XEMEX Offroad
Functionality, good readability, optimum wearer comfort and uncompromising design. The circular timepieces in the XEMEX Offroad series consistently implement all these values. The Offroad is practical, robust and sporty. Characteristics – present in all XEMEX design series – include the flexible bridges between the case and the strap and the five holes in the rotor which stand for the letters in the brand name. In accordance with the Xemex brand maxim “Simplicity, unity and clarity,” the design focuses on the essentials; function is more important than formal aesthetics.
2nd Design Series: 2000 – XEMEX Avenue
Design at its most beautiful. With its striking square case design, the models in the Avenue series are already numbered among the design classics in the watch industry. If XEMEX Offroad embodies the reduction of the idea of a watch to a circular time display, XEMEX Avenue is the quadrature of the circle: innovation and perfection down to the last detail. Balanced form, sophisticated detail, the purest combinations of color and material – these are the distinguishing features of these exceptional timepieces.
3rd Design Series: 2003 – XEMEX XE 5000
Exceptional design, circular case and unique form. The flexible bridge attachments, all details of the brushed stainless steel case and the domed sapphire crystal are rounded and underline the dynamism of the case concept. The characteristic XEMEX lugs break into the perfect sphere of the curved bezel; the crown is recessed in the convex case. XEMEX XE 5000 is youthful, progressive and its 44 mm or 40 mm diameter is imposing.
4th Design Series: 2004 – XEMEX Piccadilly
The perfect realization of simplicity in the rhythm of the city. The Piccadilly has an open face measuring 40 mm. It draws every eye with its simplicity and elegance, and takes the XEMEX design philosophy of simplification and paring to the essentials to new heights. The character of this watch is marked above all by the dial, available in various colors. The large, finely set dial has enough space for additional functions such as a large date display, calendar display, GMT etc. The fine hands and the narrow bezel reinforce the impression of elegance left by this watch.
5th Design Series: 2008 – XEMEX ARTE
ARTE is the embodiment of the brand philosophy created when the brand was founded in 1996: “Simplify, unify, clarify”. Watches with an attractive design which are all made according to one principle: the time has priority and the watch’s owner must be able to see the time easily.
ARTE represents the continuation and further development of the Xemex philosophy. Like modern architecture, which in turn is again drawing increasingly on the Bauhaus style of earlier days, the ARTE is continuing a tradition which in these modern times recalls what watches were actually made for: to see the time.
6th Design Series: 2009 – XEMEX CONCEPT
Attributes such as dynamism and progressiveness combined with reliability and a streamlined design make the brand new XEMEX model CONCEPT ONE exceptional. The powerful case with its asymmetric form deriving out of the inner circle is unique in the world of watches and is a perfect implementation of creativity and function. This makes the watch imposing and eye-catching while providing enough space for all important functions. One ingenious detail are the extraordinary red and black pushers for the counter function of the chronograph, which are perfectly integrated into the case. Furthermore is the eye drawn to the perfect matching of the deep-black dial with luminous index markers, which grant excellent readability at day and night – one of the major maxims of XEMEX SWISS WATCH.
Xemex Ladies Collection SAVANNAH
Xemex Swiss Watch presents the new ladies’ collection “Savannah”, with a completely self-contained design. Flowing forms coupled with stringent design qualities are the radiant features of this attractive and rare symbiosis.
True to the Xemex design philosophy “Simplify, objectify, clarify”, a ladies’ model has been developed which underlines the brand’s product policy and originality but whose stylistically attractive appearance nevertheless appeals to the female eye.
While focusing on the essentials, the elegant character of the “Savannah” is appealing and makes it clear that opposites can by all means complement each other stylistically.
Awards and Prizes
In both 2000 and 2001, Xemex Swiss Watch won first place in a competition for the design innovation of the year. Today, thirteen years later, XEMEX designs are more convincing than ever with their unmistakably clear lines. Although the collection has continued to expand since 1996 and completely new design series have been added, XEMEX has always remained true to its design philosophy “Simplify, unify, clarify”. This consistency has been rewarded. The compact model Xemex XE 5000 Day-Date was awarded third place in the “Golden Balance Wheel 2006” competition organized by Focus and the German watch magazine “Uhrenmagazin”. 2008 Xemex received the worldwide most esteemed Design Award – the “Good Design Award”.
- Silver Die from the Art Directors Club Switzerland, category Product Design, 1999
- Red Dot for high design quality from the North Rhine-Westphalian Design Center, 1998
- Best eight watches of the year (Uhren Welt/Montres Passion), 1996.
- Design Innovation of the Year 2000 and 2001: Xemex won first prize in the competition for the design innovation of the year in 2000 and 2001.
- Chronos Design Innovation Prize 2000: 1st place “Avenue Chronometer Chronograph”
- “Golden Balance Wheel 2006”: award for “XEMEX XE 2006 Day-Date”, 3rd place in the category up to 1,000 EUR.
- GOOD Design Award of the Chicago Athenaeum in the Category “Personal Goods” – awarded model: Piccadilly Calendario Reserve.
Xemex Swiss Watch
CH – 8008 Zürich