Time passes – design lasts

Ever since the first mechanical clocks were made in the 1200s, they have consisted of a face and two hands. Until Steen Georg Christensen and Erling Andersen set out to challenge the traditional understanding of a mechanical watch. The year is 1984. Steen Georg Christensen has just acquired his father’s watch factory busy producing watches for great Danish designers such as Arne Jacobsen, Henning Koppel and Erik Magnussen. Despite the bustle, Steen and his partner Erling had a mission: to design a watch that challenged traditional thinking. The watch should be as minimalistic as possible and only consist of a dial and one hand.

The result is PICTO. PICTO means picture, and the name is extremely well chosen for the watch. With its minimalist, clean graphics PICTO manages to provide a picture of time like no other watch. Actually PICTO is the world's first wristwatch that displays the time as a pictogram – or an icon of the time in perpetual motion.


The art of minimalism

With its clean, minimalist graphic lines PICTO sets a new standard for the way of showing time. The hour is marked with a dot on the rotating dial, while the minutes are indicated by a conventional hand. A technical design that is unique for a watch. More than 30 years later PICTO still manages to stand out with the revolutionary dial. The PICTO watches are up until this day a permanent part of the modern design exhibitions. When PICTO was launched in 1984, it quickly became a sensation on the international design scene.

The world's first watch
with a rotating dial

The Color Collection

The PICTO wrist watch comes in variety of different colors and expressions.

exploremen | women

The Monochrome Collection

Explore the art of minimalism with our PICTO monochrome collection.

exploremen | women

Sign up for the

... and get a closer look into the world of Arne Jacobsen – the genius that made Danish design world known – as we share stories, inspiration, product offers and news with you.


You can cancel your subscription at any time.

Free world wide delivery

3-5 business days

Free return 180 days

Prepaid shipping

Two year warranty

On all watches

Thank you! You are now subscribed.