Anemoic is a brand built on the belief that watches can make you feel something, someone, or somewhere.
Each watch is designed to capture and synthesise one’s anemoia for a chosen time, place, and atmosphere.
So... where will the debut watch look to transport you?
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Time, place and atmosphere.
Time and place:
1970's France.
Atmosphere:
'The Battle Of Versailles'.
Why 1970's France?
As most enthusiasts know, the 1970’s marked a pivotal shift in the watch industry. Innovations in quartz technology pushed brands to take risks and redefine what luxury looked and felt like in a rapidly changing landscape. Brands looked to designers to explore new boundaries of luxury, form, and function.
Some of the boldest responses came from France. From the established maisons like Cartier and Boucheron to multidisciplinary forces like Pierre Cardin, this era saw a wave of design freedom unlike anything before - or since.
Designs were daring and unexpected, yet maintained an elegance and sense of style uniquely tied to the time.
What's 'The Battle Of Versailles'?
A charity fundraiser for the crumbling Palace of Versailles, come fashion showdown.
Five French designers. Five American designers.
Supermodels draped in jewels, sequins, and silk, lost in the candlelit corridors of the palace’s faded opulence, with royalty and celebrities alike looking on. A clash of old-world grandeur and modern audacity, backstage chaos meets high fashion.
Introducing the...
Anemoic Versailles.
AN.VE.AQ
Launch plans:
Full reveal:
Launch:
09.07.25 @ New Designers 2025
No current plans for an official launch (but who knows!)
Price:
Estimated SSP:
£1900 | $2400
Model:
SKU:
Case dimensions:
Additional dimensions:
Case architecture:
Case material:
Crystal:
Water resistance:
AN.VE.AQ (Anemoic, Versailles, Aquamarine)
28.0mm x 39.0mm x 7.5mm (6.5mm excluding crystal)
18mm lug-width
2-part case construction
316L stainless steel
Faceted aquamarine spinel
5 atm (50 meters)
Movement:
Movement:
Beat rate:
Power reserve:
Functions:
Manufactire La Joux-Perret D101
21,600 vph
50 hours
Hours, minutes
Strap:
Band:
Material:
Buckle:
18mm to 16mm by The Strap Tailor
Marine Alran Chevre goatskin
Custom tooled, signed, 316L stainless steel
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Design.
Crystal.
Colour usually lives on the dial - we decided to lift it up a level.
Traditionally, designers turn to the dial as the canvas for colour. This time, inspired by the jewellery worn by supermodels at ‘The Battle Of Versailles’, we’ve taken a different approach - introducing colour with the crystal itself.
Drawing from the uniquely shaped chandelier crystals found in ‘The Hall Of Mirrors’ at the Palace of Versailles, the faceted aquamarine coloured crystal is a detail we are particularly proud of.
Dial.
Working closely with Bedford Dials, we developed a dial to our exacting specifications.
Starting with an aluminium blank, it undergoes a meticulous five-step process: CNC guilloché, vertical brushing, a clear lacquer base coat, printing, and a final lacquer layer applied over the print to create a subtle raised profile.
The result is a dial that gently plays with light - refined enough to stand on its own, and precisely aligned with the facets of the crystal.
Case.
The case is designed to proudly showcase the faceted aquamarine crystal - much like a ring frames its stone. Facets from the crystal are echoed throughout the case design, creating a sense of cohesion without compromising wearability.
A curved caseback allows the angular form to hug the wrist, and at just 7.5mm thick, it slips effortlessly under a cuff.
About.
I’m Magnus, a product design undergraduate (soon-to-be graduate) from Sheffield Hallam University. You might know me from my recent work at Studio Underd0g, where I spent a ‘year in industry’ contributing to projects like Project Passion and The Gimlet.
When I returned to uni and it came time to choose a subject for my final major project, the answer was obvious - it had to be a watch, right?
So, I set out to design my own brand and watch. But I didn’t want to do it halfway - I wanted to do it properly. That meant leaning on a few industry friends I’d made during my ‘year in industry’, along with some new ones met along the way - all generous enough to help out a pesky student trying to do something a bit ambitious.
For all enquiries, please email: magnus@anemoicwatches.com
Magnus Swann.
Founder?
Contributors.
Richard Benc.
Studio Underd0g.
Tara Coomber.
Independent lapidarist.
Mike France.
Christopher Ward.
Jonathan Rickett.
Bedford Dials.
Andrew Morgan.
Andrew Morgan Watches.
David Richards.
The Strap Tailor.