The Japanese watchmaker has released a short video of three minutes titled the “Art of Time”. The video showcases an elaborate cityscape designed from delicate watch parts. The beautiful and intricate contraption features a playful puzzle-like site.
A beautiful song plays in the background of the video, the “Art of Time video” that has been lyricized by the chief executive officer of Seiko, Shinji Hattori with contribution from the employees. The song, sung by Etsuko Yakushimaru, signifies the slogan of the Seiko Holdings Corporation Group:
“Seiko. Moving ahead. Touching hearts.”
The underlying idea of the video came from the ancient times when the watches were rare and musical notes like bells etc. were used to alert the people in the vicinity. Seiko has named this era “art with no form.”
From parts of the timepieces to the tools used in watchmaking, rubies used to manufacture watch bearings roll throughout this complex maze.
The rubies were given human assistance here and there to help them continue their journey.
The video showcases the rolling rubies on their path, as they navigate their way through the hoops contrived from the movement cases, through the spiraling counterweights, crossing over an animated beating heart symbol powered by the rockers.
The artificial ruby continues rolling right till it reaches the end and a small glass dome lifts up and a Seiko watchmaker lifts up the balance wheel underneath it to install it into the watch.
The Seiko-designed mechanical city even has tiny inhabitants.
Finally, the end note reveals that the small mechanical contraption is a part of a large watch-shaped table.
The company told that it took 1,200 parts to set up the mechanical city in one year while the filming itself took more than 70 hours.
You can see the behind the scene activity and the video Art of Time below: