Tomoko Azumi on “The Meaning of Wearing Designs You Love” | MARGARET HOWELL idea watch

MARGARET HOWELL idea watch

Product Designer Tomoko Azumi Selects the Brand's 20th Anniversary Model

The Meaning of Wearing Designs You Love

Tomoko Azumi, a London-based furniture, product, and spatial designer, was the first Japanese designer to be commissioned by ERCOL, a renowned British furniture maker with a long history. ERCOL gained global popularity by re-evaluating designs that Margaret Howell personally favored and that have stood the test of time. Azumi, known for her discerning eye for design, chose the 20th-anniversary model of the "MARGARET HOWELL idea watch," which was released on January 1st. "To be myself and wear designs I love, I choose a dignified wristwatch, like a piece of craft, over a mass-produced smartphone," she says.

Photographs by TATEMATSU TomoyukiText by KAJII Makoto

The Charm of Margaret Howell, Felt Through Long Wear

Last year, I designed a new dining chair called "Flow" for ERCOL, a company whose products are curated by Margaret Howell, known for her discerning taste in furniture and home goods. The chair was created for "MARGARET HOWELL HOUSEHOLD GOODS," which offers items selected by Howell.

Unveiled at the Milan Furniture Fair last spring, the "Flow" chair's UK debut was celebrated with a press breakfast at a Margaret Howell shop, a location deeply connected with ERCOL. Guests were invited to enjoy breakfast while seated in the Flow chair, and I shared insights into the design and development process.

Personally, I've been a fan of Margaret Howell since the Wigmore Street store first opened. The quality is exceptional, and while the designs feel timeless, they never seem outdated. The dress I'm wearing for this shoot is from "MHL." and I've been wearing it for about three years as workwear and travel attire. The denim has faded slightly, making it even more comfortable now.

Notice the "Little Charms" Within the Watch

I'm fond of vintage watches, with my favorite being a 1950s Swiss "Record." It has a stainless steel case and a pink gold face. Currently, it's undergoing repairs, so I've been wearing a late 1940s "Lemania" with a beautifully aged patina. I prefer watches with practical, easy-to-read faces.

The watch I've chosen for this occasion is the 20th-anniversary model of the Margaret Howell idea watch. When I wear it, it has a gentle, feminine impression and a subtle presence. Yet, there's a "little charm," almost imperceptible to anyone but the wearer, that adds a touch of psychological comfort to busy days. I find that atmosphere very appealing.

Design Philosophy and the Appeal of British Design

My work is design, and in interior design, I believe my mission is to convey the brand's image, quality, and current atmosphere through the space. For furniture and products, I aim for "timeless designs" that are cherished and used for a long time, while inheriting the most refined techniques and image of the manufacturer. I also strive to minimize material waste and reduce environmental impact during transportation by designing for stackability or foldability.

In my collaboration with ERCOL, the Flow chair was developed by pursuing a design that combines traditional bentwood craftsmanship with modern lifestyle suitability and stackability.

The charm of British design, I believe, lies in its ability to cherish old things while incorporating new elements. Historically, there's a tradition of bringing crafts from Japan, Asia, and Africa back to Britain to enjoy exotic influences within interiors. This blend allows modern pieces to shine with newfound novelty when placed in settings that evoke a sense of history. Conversely, vintage items with their lived-in presence can add depth and narrative to modern backdrops. Many of the products Margaret Howell selects beautifully preserve the recent traditions of industrially developed nations.

Conversely, the presence of well-used vintage items can add a story to a modern setting. Many of the products Margaret selects are wonderful items that also cherish and convey the recent traditions of industrially developed nations.

What is "My Time" That Brings Fulfillment?

In my private life, I cherish moments when I attend classical concerts. It's enjoyable to feel a stimulation deep within, even while relaxing. I particularly love experiencing the performances of wonderful musicians from around the world at Wigmore Hall, located next to the Margaret Howell store. My favorite time of day is when I immerse myself in a book while soaking in a bath with my favorite anise-scented bath oil in a clawfoot tub.

In my work, I feel a great sense of fulfillment when I witness the moment a piece of furniture, developed through trial and error with manufacturers, reaches the user through the retailer. It confirms that my work contributes to daily life and encourages the continued use of traditional craftsmanship from its region of origin.

Currently, in my interior design work, I find immense joy in the process of creating models, contemplating how to build an attractive environment around the beautifully crafted products to enhance their appeal.

Small Objects for Being True to Oneself

The joy and pleasure of wearing a watch are akin to wearing precious jewelry. It's about not forgetting those "small luxuries" that allow us to be ourselves and feel close to what we love. Simultaneously, since I started wearing vintage watches, I feel a sense of responsibility, as if I am carefully using a small, intricate object with a history, to eventually pass it on to the next owner.

This 20th-anniversary model, I believe, offers a design that expands the possibilities of feminine identity, whether it's expressing one's character, balancing with an outfit, or wearing it as a piece of jewelry.

Tomoko Azumi
Furniture, Product & Spatial Designer
Born in Hiroshima in 1966. Graduated from Kyoto City University of Arts, Department of Environmental Design, in 1989. Completed MA in Furniture at the Royal College of Art in 1995. Established the partnership AZUMI in 1995. Founded her solo design firm, "t.n.a. Design Studio," in 2005. Since 2005, she has been a lecturer at the Royal College of Art and a visiting researcher at London Metropolitan University. She has served as a judge for the Good Design Award since 2007.
"t.n.a. Design Studio" http://www.tnadesignstudio.co.uk/