The brand is named after the five Belchen mountains located in the area where the borders of Switzerland, Germany, and France meet. The mountains acted as an archaic sun calendar in the era before mechanical time measurement. The view of the sun rising over the other Belchen mountains from the top of the Alsace Belchen marks the start of spring, summer, autumn, and winter.
We love high-contrast, consistent design and are fascinated by the subject of time. As Zeitdesigner, we find aesthetic solutions that appear familiar on the one hand, yet break with visual expectations on the other.
We take care of the imprecise time with design and technical precision. Because no matter how pronounced a person's individual sense of time is, no matter whether he or she lives in the alpine pasture or in New York's Times Square, no matter whether he or she loves solitude or society: life is shaped by sequences, changes and one's own bodily rhythm. No one can escape time and everyone deals with it consciously or unconsciously. But time is more than the social agreement displayed everywhere - it is also memory, duration of experience, hope.
Time is at the centre of our ideas, on an equal footing with its materialisation, design.