For 100 years, anyone in Vienna could tell the time by looking up at the Cube Clocks positioned on poles throughout the city. With their octagonal metal frames, bold hands and crisp white dials marked with dots and deltoids rather than numbers, the 78 electrically powered timepieces bore the cross from the city’s coat of arms and the word Normalzeit, or standard time, which became their nickname.
The clocks were removed in 2007, but now fans can strap versions of the Normalzeit on their wrists.
“I always wanted to create a watch based on the Normalzeit,” said Fredi Brodmann, a veteran watch designer (he also has created watches for the Army, Navy and Air Force), who grew up in Vienna and now lives in North Bergen, N.J. When he was a boy, his grandmother taught him to tell time with the help of the Normalzeit clocks in every train station. “People used the clocks as meeting spots; they would meet for dates under the clock,” Mr. Brodmann recalled.
When the clocks were removed, the Austrian art trading company Lichterloh purchased the ones that were still working, as well as rights to the design. Mr. Brodmann ran into its representatives at a watch fair and expressed his eagerness to create a watch, and last May the Normalzeit was introduced in a limited edition of 1,907, to observe the clock’s birth date. “I feel like I’ve come full circle, making a watch from my hometown,” he said.
The Normalzeit has a 40-millimeter octagonal, stainless steel case, a Seiko automatic movement and a dial that glows in the dark, “like a green moon,” Mr. Brodmann said.
It sells for $500 with a gray silicone strap, and leather straps in a rainbow of colors are made by R.Horns, the Viennese leather goods company, for $95.
In April, Mr. Brodmann plans to unveil a 36-millimeter square version with a Ronda Swiss quartz movement, designed for the female and Asian markets, at $400. He also is working on a chronograph variation and envisions another version scaled down “like a Cartier Tank watch,” he said.
The Normalzeit is sold at several locations including the Neue Galerie, Leonard Lauder’s homage to Austrian design in New York, but Mr. Brodmann is especially pleased that the Museum of Modern Art recently began selling the watch.
“They have had my cufflinks, but none of my watches,” Mr. Brodmann said. “I waited all my life to be in MoMA.” Apparently, the time was finally right.