Chauhan speaking at the watch’s unveiling to the media in Kuala Lumpur.
British designer Tej Chauhan will tell you that he’s a keen disciple of “Emotive Industrial Design”.
This describes a focus on creating product designs that evoke specific emotions in users, fostering a deeper connection beyond mere functionality and aesthetics.
This thought process was first sparked after he studied product design at the Central Saint Martins college of the University of the Arts London back in 1995.
Chauhan then spent five years working for design consultancy firm Tangerine in London, and also Acumen Design − renowned for its innovative and pioneering work in designing premium aircraft interiors − particularly in the realm of lie-flat sky beds in the airline business class.
On top of all this, he has also worked closely with Japanese fashion designer Michiko Koshino who is known for her innovative use of materials and distinctive streetwear designs. Chauhan worked with The Body Shop too, where he was in charge of revolutionising the brand’s product packaging.
Since founding his own design studio in 2005, the 53-year-old designer’s work has evolved to seamlessly combine technological innovation with human-centred aesthetics.
He went on to cut his teeth designing some of Nokia’s most iconic phones in recent times, including the Nokia 7600, 7280 and 7370.
Up close with the Rado DiaStar Original x Tej Chauhan Special Edition.
In Kuala Lumpur to mark the unveiling of the Rado DiaStar Original x Tej Chauhan Special Edition watch, Chauhan speaks about his commitment to creating designs that trigger human emotion.
“You know, it’s not just the creative aspect, but also the practical side for every design.
“So yes, this new watch remains a precision instrument while also having a design aspect that potentially can trigger plenty of excitement,” reveals the designer who is currently based in London.
“That’s why the goal of my creations is always to evoke emotion.
“If people will stop scrolling on their smartphones and can stop in front of my creation, I consider that a big win!
“It’s not so much a question of the object’s beauty, but rather how it creates a relationship with people and the unexpected.”
Perhaps that’s why, with each of his projects so far, Chauhan seeks to craft the ultimate user experience whereby instinct and strategy intertwine.
Forming a connection
After winning design awards for the Colombo Two phone in 2008, his talent for reimagining everyday objects with a modern, minimalist and futuristic touch was tapped by Rado for the first time in 2020.
“This earlier project featured my reinterpretation of Rado’s True Square model, known for its high-tech ceramic construction.
“It happily became the brand’s top-seller in the United States at the time, and subsequently picked up both a Red Dot and a Grands Prix du Design award.
“The watch featured a matt yellow high-tech ceramic case, a colour-matched cushion-shaped strap and a dial with high-contrast hands and date display using my custom typeface,” recalls Chauhan.
Chauhan says he always tries to tell a story with everything that he does.
“As part of the project, I had the privilege of visiting the Rado facility in the heart of the Swiss watchmaking region and the trip was a real eye-opener for me.
“The brand’s blend of high-tech material innovation and traditional craftsmanship informed my approach to the True Square watch,” the designer adds.
Impressed by this experience, Chauhan wanted his design to tell Rado’s unique story.
“The matte yellow ceramic case highlight their material innovation, while the pillowed leather strap provide a handcrafted contrast – a tactile invitation to interact.
“The liquid metal caseback was designed for comfort, adding a soft, luxurious touch.
“The product was a strategic composition, designed to engage visually and feel wonderful when picked up and worn.
“It was about creating a connection to tell the brand’s story.
“My work is all about connection, and definitely less about designing a beautiful object or product.
“What’s more challenging and interesting for me is trying to figure out how to engage people in the most effective way.
“And I’m particularly interested in decoding what it takes to engage broad audiences, regardless whether I am designing a toaster or a luxury watch.
“The objective is always the same for me,” says Chauhan.
“For instance, imagine you’re shopping for a new toaster, either browsing online or in a store surrounded by, say, 20 different options.
“What makes you reach for one toaster over another?
“That’s a fundamental question in my work.
“I try to find the triggers which create the subconscious, emotional responses drawing someone to pick up one object over the other next to it.
“How do you capture attention long enough for a second glance?
“And once you have it, how do you follow through with a beautiful and functional experience, one which feels intuitive and made just for you?
“This is how we begin to build connections,” he declares.
Revisiting the DiaStar Original
Now he’s back with another collaboration with Rado, by reimagining the Rado DiaStar Original watch as the new DiaStar Original x Tej Chauhan.
The DiaStar was first launched in April 1962 and took the world by storm with its futuristic take on watchmaking, debuting with an oversized bezel that further cemented Rado’s bold proclamation as a scratch-proof watch.
With his own version of the watch, Chauhan has incorporated a retro-futuristic aesthetic and reinvents the iconic design with a bold, modern twist, featuring a yellow gold-colored PVD-coated Ceramos bezel and a grey rubber strap, blending industrial design with Rado’s outstanding material expertise.
More than anything else, Chauhan believes that form, colour and texture have a profound effect on the way we feel, so he uses this understanding to elicit joy.
“As far as I can remember, I was always interested in science-fiction movies with some edge like Blade Runner.
“And it was not just about watching such movies, either, but also finding out more about the artists behind the making of such productions.
“Think people like Ralph McQuarrie, whose concept art was in the original Star Wars trilogy and who also did plenty of work for Blade Runner,” Chauhan cites.
The designer goes on to say that he was greatly affected by the artwork and the ideas presented in such movies.
“I was blown away by how the future was presented in the storyline of such films.
“All these influences have become sort of a visual vocabulary for me and at some point, they all come out in my work eventually.
“In the end, we all know that inspiration comes from different places.
“I always try to tell a story with everything that I do.
“In this case, I love the combination of Rado’s high-tech material innovation and their traditional watchmaking craft.
“There’s excitement that comes with wanting to tell this story, but through a completely different design.
“With this new watch, I have tried my best to combine futuristic elements in ways which feel accessible to audiences right now.
“In the course of designing it, I looked into stuff like AI futurescapes, and also things like the design of an imagined moon base and spacesuits to which this new watch would easily belong.
“Needless to say, it’s been an awesome journey for me to get to where we are now!” Chauhan concludes.
