Telling time and style
The ultimate fashion watch captures the mood of the moment.
Between technology and trend, the reintroduction of ultra fashionable wristwatch brand O.D.M. in 2005 seems to have filled a gap in the local market. Certainly, in a country where the divisions of timepieces are basically the extravagant luxury brands, the functional and rugged pieces, and the fashionable but technologically basic styles—it is a marvelously novel distinction to have merged very modern styles with “fun” but nevertheless useful technologies.
With perhaps the most visible collection of O.D.M. locally—the colorful and creative main O.D.M. line—the design-oriented technology of the brand is easily evident. Boasting “inno-trendy” (that’s innovative and trendy for the rest of us) style, the watches in this collection are treated not so much as timepieces but as accessories—hence, each season boasts of not just trendy designs, but pieces that are in and of themselves fashion statements or statements of individual style, with technology for each piece designed in accordance to its design.
“These are watches that show identity,” explains Frank Lam, O.D.M.’s international sales and marketing manager. “Which is perfect for the Philippine market, since people are beginning to really look for design and see what trends are coming. So with our designs, we show people how trendy watches are and we hope to change the perception of what watches can be.” The bangle-type watches, which are available in a rainbow range of colors, are perhaps the best examples of this idea.
With regard to technology, Frank explains exactly what “design-oriented” means. “We’re not competing with the technology of, say, a diver’s watch or a pilot’s watch,” says Frank. “Our technology is a little different. For example, in order to switch between calendar mode and time mode in the watches, the user only needs to turn his wrist, and the watch will switch function.”
“We also have technologies that are exclusive to us, such as the flexible EL plates on the bangles, which are exclusive to our watches,” Frank continues to explain. “We also have flexible LCDs, which are similar to those of television screens, but can actually bend so that it conforms to the curve of the watch.”
Apart from the main line, O.D.M. offers the Originals line, which is trendy but nevertheless suited for daily office wear. The O.D.M.+ (plus) line, on the other hand, features all of the brands designer collaborations.
“The O.D.M. Plus line features themes and collaborations such as Astroboy, the popular vinyl toy Trexi, the World Cup, Coca-Cola, and Michael Yang,” Frank says. “We work with people and groups that have similar ideas regarding design with us, and we create pieces for adults who basically want to enjoy design.”
Locally, O.D.M. just released the second-generation Tim Yap watches. Notably, the first range helped rebrand O.D.M. in the local market, as it opened up the public to the veritably new and innovative concept of watches as accessories.
“Of course, although people like the unique designs and now have no judgment against plastic watches, they still general like what’s ‘basic,’” says Lorenz Manalang, the local marketing manager of the brand. “The blacks and whites are the first to be sold out, although the colored watches are now gaining popularity. The brand has come into its own identity through the unique designs and is slowly gaining footing in the local market.” Indeed, with new minimal design kiosks spreading throughout high-traffic malls, O.D.M. is setting a firm foot down on Philippine soil, bringing with it a unique identity and perspective on watches, or in the least a fashionable way to tell time.
O.D.M. is available at L Time Studio and at local kiosks in major malls.
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