Tinker Watches was started in 2015 by a group of people looking for a watch. After a year of sourcing materials and designing, the Tinker watch is finally here. In an age of pixels, this is a brand that puts a lot of importance in old-fashioned, analog, tactile things like packaging.
The goal behind Tinker Watches was to simplify the watch-buying experience. It started with the idea of an elegant user-interface that let users select the size, case finish, and strap color in three easy steps. Through their unique watch-builder, customers have been building custom watches that suits their needs— all for $150. The design is modern and minimal- but thoughtfully detailed: there are 24 facets to the watch case (one for each hour of the day). The materials too are very high quality using Swiss movement, sapphire crystal, and leather from Australia. The straps were designed with quick-release pins so changing a strap is as easy as pinching and pulling.
But beyond the product, Tinker understands the importance of packaging. We got to accompany them on a factory visit as they oversaw the completion of a few packaging elements. This is a first-look and unique behind the scenes experience with one of the hottest new product startups.
We are also offering a special discount to Dieline readers: enter the discount code Tinkerxdieline at the checkout and get a free extra strap when you purchase a watch!
Sourcing materials locally and abroad, the Tinker packaging consists of a magnetically sealed rigid box with three different foam inserts (depending on the size of the watch), five different beautifully designed sleeves, and a custom, flood-coated shipping container. This included sourcing and coordinating multiple factories on multiple continents.
The reason they invested so much time and money into developing their packaging solution is because they don’t think of it as mere packaging. This watch package is meant to also be your watch box- for the long-term. It is meant to live on your dresser, and at the end of each day you keep your watch in this sleek, modern, subtle box. That is why it was so important to develop this solution. The box has been wrapped in a soft-touch finish so it feels amazing every time you touch it. The magnetic closure seals the box with a satisfying snap. It is a multi-sensory experience that turns the simple act of putting on a watch into a sacred ritual. It is not meant to be thrown away. It is not mere packaging or protection – it is a beautiful object in itself.
Tinker worked with K1 Packaging in the City of Industry to have their sleeves produced. There are five unique sleeve designs – delivered randomly, so you won’t know which pattern you receive until you open the box. We’ve tried to choose our favorite, but we like them all.
In these images, you can see the intricate process and complex machinery that goes into constructing so seemingly simple as a paper sleeve.
After overseeing the press check and printing the designs, the sleeves are folded and glued. They ride down a long and medieval-looking machine. Each sleeve was inspected for marks and to ensure the folds were in the right place and the glue was the right amount. The sleeve snugly and precisely slides over the rigid box.
This all culminated in a packaging solution that is unique, timeless, fun but cool – and something to proudly display for years to come. Packaging is not meant to be disposable. It can enhance the product, and when done well can even be considered an integral element of the product experience. It takes a village of talented artisans to produce a piece of packaging. And that is what Tinker is all about- inviting all of us to peer behind the scenes, look a little closer, and do something a little bit different. So what are you waiting for? Start tinkering.
