The design office nendo's watch brand, "10:10 BY NENDO," introduces its new "buckle" series, released on Friday, June 21st.

"10:10 BY NENDO," created by the design office led by Oki Sato, has unveiled its third collection, "buckle." The brand, named for the aesthetically pleasing 10:10 time display, presents this new model.

The defining feature of "buckle," as its name suggests, is the buckle positioned at 12 o'clock and the long strap extending to 6 o'clock. The unconventional method of threading the strap through the buckle and folding it back, along with its unprecedented, bold visual, creates a striking presence.

The most challenging aspect of development was the keeper, designed to hold the strap. With the strap only on the 6 o'clock side, considerable trial and error went into preventing it from simply falling off, including subtly widening the strap's tip and incorporating specific details within the keeper itself.

The case measures 36mm in diameter, offering a versatile, unisex sizing that is also part of its appeal.