“There are no rules, that is how art is born.” This quote by legendary abstract expressionist painter Helen Frankenthaler is the key to understanding any artistic medium. Watch design is art, and we – the pedantic, watch-loving public – laud brands who shirk from the expected and subvert the norm. Take Moser, Urwerk, Ressence, and MB&F.  At the most basic level, their designs take us to a place where we’re left asking, “Is this even a watch?” And I love that. We love that.