Mini Motion

Commissioned by BMW MINI, industrial designer Yves Béhar created the "MINI Motion" collection with the idea of fusing design and functionality to experiences in and out of the car. The watch features a soft, gray silicone-covered open wristband with a spring steel core that stays securely on without a traditional fastener. The stainless-steel case houses an innovative LCD display can be switched from a vertical to a horizontal view, optimal for driving.

BMW turned to Béhar when it wanted to create a series of auto-related products to go with its retooled classic, the Mini Cooper. Béhar told his clients that the real mini story was not about the car, it was about the driver's lifestyle. The MINI brand, he says, is about mobility, maneuverability, speed, and fun. So Béhar designed a line of lifestyle gear -- a watch, shoes, a jacket -- and named it MINI_motion. "Consumers want products that tell stories, have magic, and inspire," he says.

Read about Yves Béhar in BrandWeek Yves Béhar's Design Firm