art direction, branding, graphic design, and digital media

From the Optimef website:

In 1979 Optimef was launched as the first ever Romanian watch – a modern, sharp and reliable timepiece – as its ad at the time stated. Take it out of its dusted, old box and it is just as relevant as it was on the day it left the Mecanică Fină factory.

We decided to rebuild the Optimef brand as a reminder that cool things were created in Romania even before we knew what cool meant. We mix the design elements of the 70s and 80s with today’s functionality and tomorrow’s technology. Optimef watches are a fusion between past and present. Each timepiece will always have a nostalgic element along with a twist.

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