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Even if the name doesn’t ring a bell, fans of AMC’s hit show “Mad Men” know Raymond Loewy. Tapping out another cigarette from a white and red pack that was full this morning but will surely be empty by happy hour, Don Draper gets all the glory on the infamous “Lucky Strike account” — an entity so important it may as well be included in the show’s credits. Yet, while the heavily fictionalized representation of “Luckies” is built upon (like so many other elements in the show) the achievements of world-building American designers, in real life, the hero of the Lucky Strike story is famed industrial designer Raymond Loewy, creator of hundreds of iconic designs throughout mid-century America, from cars like the Avanti (well ahead of its time in the early 1960s) to locomotives to Coke bottles to the Shell, USPS, and — yes — Lucky Strike logos. The progenitor of a design movement that continues to the present day, Loewy’s stylistic language of graceful curves, symmetrical geometries, and block fonts has inspired countless creatives, yet few take on the protean nature of the “father of industrial design.”

Frank Stephenson, however, makes a strong case for membership in this rarified club. If you’ve seen a Fiat 500, BMW X5, or modern MINI Cooper (and odds are, you have — they’re omnipresent on just about every street in the world), you’ve seen his work. And that’s not to mention his contributions to the upper stratosphere of automotive design for exotic brands such as Ferrari, Maserati, and McLaren, to name a few. Having spent decades conquering the automotive industry with his immediately recognizable designs, Stephenson now lends his originality to projects ranging from high fashion to tech to, fortunately for us, watches. Partnering with burgeoning watch brand Szanto (the Z is silent), Stephenson’s latest brainchild is the FS Cosmos watch, a sleek affair borne of the heritage of European automotive design.

This latest offering is part of Szanto’s project to develop watches with accomplished individuals who’ve made their mark in their respective fields. Celebrating pioneers like Indy Series/Indy 500 Champion Danny Sullivan, world-renowned big-wave surfer Shane Dorian, and motorcycle industry legend Roland Sands, Szanto’s ICON watches aren’t simply an endorsement from a famous name — they’re a reflection of the icon themself, designed in close coordination with each individual, reflective of their imagination and style. The brand works with each pioneer to design their special watch and today’s timepiece, the FS Cosmos, sustains this tradition. In the case of Mr. Stephenson, the FS Cosmos serves as a retrospective on three decades in the car biz. Transposing the design cues of his most famous automotive creations onto a watch was second nature. Stephenson himself said, “We all know the old adage. ‘Car guys are watch guys,’ so it was a natural step to get creative with timepieces, too. The collection showcases my love for good design, just like when designing world-class cars.”

Those sentiments manifest in the FS Cosmos’ easily curved steel case, the geometry of which is about as aerodynamic as a watch can be. The soft, sensual concave shape of the case and case back wraps the wrist ergonomically, making for a supremely comfortable wear with no gaps between the crown, lug, strap, and wrist. The domed crystal further enhances the rounded shape over the top of the watch. From the hidden lugs to the crown that sits nearly flush with the 42mm case, the FS Cosmos is a watch born in a wind tunnel. Sleek as it is, it’s still eye-catching. “Its design seems to be well-liked because just about every time I go out wearing a Cosmos watch, people comment on it when they see it, ask what it is and where they can get one,” said Barry Cohen, Time Concepts Managing Partner. Fortunately, the automotive and watch worlds have moved beyond Henry Ford’s “any color as long as it’s black” mindset, and it’s hard to choose which of the five FS Cosmos case colors is best although the blue variant certainly stands out.

Deserving of special attention is the FS Cosmos’ dial. Coming at a time when dial materials are increasingly the newest front of innovation, watchmakers have introduced dials made of ceramic, wood, meteorite, and even the aluminum skin of WWII aircraft. Rarer even than these old warbirds are dials made of stone, much less granite, as is the case here. With its natural sparkle, it’s a wonder the material hasn’t been used more widely although it’s a fair guess that the brittle nature would make it a difficult substance to work with. Nonetheless, the FS Cosmos succeeds in bringing this unique material into the watchmaking conversation, executed in either black or midnight blue. Representing the night sky when looking toward space, the natural sparkle of granite helps derive the series’ name: Cosmos.

More than just a plain slice of stone, each dial is emblazoned with racing-inspired numerals that would be at home on just about any speedometer. And like any self-respecting gauge, the Super-LumiNova count starts at “0” instead of the more horologically traditional “12.” According to Cohen, the Cosmos series is the first in a planned trilogy envisioned by Stephenson, with Cosmos representing Air in the three realms of Sea, Air, and Land. But unlike conventional “Air” watches that are usually pilot watches, Stephenson took it a bit higher — to space. Cosmos will be eventually followed by the Sea and Land series employing a familial design language.

Continuing the clean line created by the concave laser-engraved caseback, the FS Cosmos is affixed on the wrist by a silicone rubber strap that either accents or blends, depending on your choice of case color. The K1 hardened, scratch-resistant crystal is domed to add even more shape to the already distinctive styling. Powering all this is a Miyota 2117 three-hand quartz movement with a 6 o’clock color-matched date feature visible through an orange-rimmed window that — aside from the orange color-tipped seconds hand — is the only touch of color on the otherwise monochrome dial.

Brought to the watch public by Time Concepts, the newest project from Luminox founder Barry Cohen, the Szanto brand is the home of vintage-inspired designs and one backed by industry experience. Launching on IndieGogo, the FS Cosmos will be initially offered at $225, a $125 discount from the post-launch price. Reaching the $10,000 funding target guarantees each backer an FS Cosmos watch that’s a continuation of the design story that is American automotive heritage.

About Time Concepts, LLC

Time Concepts, LLC was started by Barry Cohen, the founder, former owner, and CEO of the Swiss-made watch company Luminox, the maker of the official watch of the Navy SEALs. Time Concepts was launched as a platform to develop private-label watches. As the business evolved, it added its own Szanto vintage brand and the Hawaiian Lifeguard Association brand of dive watches. The newest addition to the Time Concepts stable of brands is ProTek (Official Watch brand of the United States Marines), which brings Cohen back to his roots with tritium illumination tactical style timepieces. Time Concepts develops watches in Switzerland and Asia and uses only top-quality manufacturers. Most of the company’s watches are manufactured in a dust-free, temperature- and humidity-controlled clean-room environment to ensure years of dependable service. For more information, please visit the Time Concepts website.

Specifications:

Brand: Szanto (the Z is silent)
Model: ICON Frank Stephenson Signature Series FS Cosmos
Dimensions: 42mm
Water Resistance: 100 meters
Case Material: 316L Stainless Steel in polished, matte, black, blue, or rose
Crystal/Lens: Domed K1 Hardened Scratch-Resistant Mineral
Movement: Miyota 2117 3 Hand/Date Quartz
Strap/Bracelet: Genuine Soft Silicone Rubber Strap with Signature Buckle
Price & Availability: $225 USD via Indiegogo ($350 after launch campaign ends)

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