Some things never go out of style, but the hourglass isn’t one of those things. As of late, the word “hourglass” has only drawn attention when paired with the word “figure” and “Christina Hendricks.” However, today marks the the day when the hourglass’ dignity and prestige as a precision, maintanance-free timepiece is restored.
Renowned Australian industrial designer Marc Newson has breathed new life into the hourglass, collaborating with NYC watchmaker Ikepod to craft painstakingly hand-crafted timepieces with big metal machines and one badass blowtorch. The birthing of these hourglasses is a sight to behold, and uber-talented director Philip Andelman, who has done videos for Jay-Z, Beastie Boys and Band of Horses, has taped the process and set it to an urgent piano melody.
With such a mighty creative collaboration, the humble hourglass might just shake off its dull computer-screen affiliations and become a true work of art once again.