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                        <!--HIDDEN PREVIEW TEXT-->
                        <div style="display:none;font-size:1px;color:#ffffff;line-height:1px;max-height:0px;max-width:0px;opacity:0;overflow:hidden;">
                         Every design starts with a story... Last summer, Roman put out a fun design challenge to me: what would a Linjer watch with numbers on its face look like? Numbers? Oh, my. By then we had only two watch styles, The Classic and The Minimalist, neither of which sported numbers on the dial. Putting numbers on a watch face was a BIG DEAL.
                        </div>
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                        <p style="margin:0;padding-bottom:0">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          <em>
                           Every design starts with a story...
                          </em>
                         </span>
                        </p>
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                  </tr>
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                        <a style="word-wrap:break-word;color:#29799E;font-weight:normal;text-decoration:none" target="_self">
                         <img align="center" alt="" class="kmImage" src="https://inboxflows.com/_/image/https%253A%252F%252Fd3k81ch9hvuctc.cloudfront.net%252Fcompany%252Fqdt3gw%252Fimages%252F780e7752-3b64-40f4-ba24-a0bdaf748724.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZkM2s4MWNoOWh2dSJ9:1kXPFK:MHG8kuzXZiruHVSp217Xeg3KgMJQKZCxM_F-WqJ37Eo" style="border:0;height:auto;line-height:100%;outline:none;text-decoration:none;padding-bottom:0;display:inline;vertical-align:top;font-size:12px;max-width:1200px;padding:0;border-width:0;" width="462"/>
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                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          Last summer, Roman put out a fun design challenge to me: what would a Linjer watch with numbers on its face look like?
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <em>
                          <span style="font-family:tahoma,geneva,sans-serif;">
                           Numbers?
                          </span>
                         </em>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                         </span>
                         <span style="font-family: tahoma, geneva, sans-serif;">
                          Oh, my.
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          By then we had only two watch styles, The Classic and The Minimalist, neither of which sported numbers on the dial. Putting numbers on a watch face was a BIG DEAL.
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          Designing minimalist products is hard enough when you’re working with straight lines, circles and angles. Throw in typefaces, and things get complex. Typefaces can be youthful, casual, playful, serious, scholarly, carefree, confident, bold, modern, futuristic. You never really hear of good old straight lines being described in those ways, do you...
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          Given that our design aesthetic was all about understated elegance, how could we integrate numbers into a watch design in a way that felt familiar and natural?
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          We got down to work.
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          First, we had to decide on the overall character of the watch. We decided to make it
                          <strong>
                           an homage to Oslo in the ‘60s: cool, minimalist retro.
                          </strong>
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:0">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                         </span>
                         <font face="tahoma, geneva, sans-serif">
                          <span style="font-family: tahoma, geneva, sans-serif;">
                          </span>
                         </font>
                        </p>
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                        <a style="word-wrap:break-word;color:#29799E;font-weight:normal;text-decoration:none" target="_self">
                         <img align="center" alt="" class="kmImage" src="https://inboxflows.com/_/image/https%253A%252F%252Fd3k81ch9hvuctc.cloudfront.net%252Fcompany%252Fqdt3gw%252Fimages%252F7d9b5316-4b91-488a-8bc2-545f1ad808fb.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZkM2s4MWNoOWh2dSJ9:1kXPFK:MHG8kuzXZiruHVSp217Xeg3KgMJQKZCxM_F-WqJ37Eo" style="border:0;height:auto;line-height:100%;outline:none;text-decoration:none;padding-bottom:0;display:inline;vertical-align:top;font-size:12px;max-width:1200px;padding:0;border-width:0;" width="462"/>
                        </a>
                       </td>
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                     <tbody>
                      <tr>
                       <td style="border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0">
                        <span>
                        </span>
                       </td>
                      </tr>
                     </tbody>
                    </table>
                   </td>
                  </tr>
                 </tbody>
                </table>
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                  <tr>
                   <td class="kmDividerBlockInner" style="border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0;padding-top:10px;">
                    <table border="0" cellpadding="0" cellspacing="0" class="kmDividerContent" style="border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0" width="100%">
                     <tbody>
                      <tr>
                       <td style="border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0">
                        <span>
                        </span>
                       </td>
                      </tr>
                     </tbody>
                    </table>
                   </td>
                  </tr>
                 </tbody>
                </table>
                <table border="0" cellpadding="0" cellspacing="0" class="kmTextBlock" style="border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0" width="100%">
                 <tbody class="kmTextBlockOuter">
                  <tr>
                   <td class="kmTextBlockInner" style="border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0;" valign="top">
                    <table align="left" border="0" cellpadding="0" cellspacing="0" class="kmTextContentContainer" style="border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0" width="100%">
                     <tbody>
                      <tr>
                       <td class="kmTextContent" style="border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0;color:#000;font-family:Tahoma;font-size:18px;line-height:150%;letter-spacing:normal;text-align:left;padding-top:9px;padding-bottom:9px;padding-left:18px;padding-right:18px;" valign="top">
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          With this image in mind, we decided on the case shape. We took the case from our Automatic watch (then in development) and slimmed it down and changed the finish. We wanted the case to be rounded for some classic sophistication, yet we gave it a twist with a brushed finish, which lends it a cool, muted look. We included a thin polished surface at the bottom of the top ring to give the case an element of interest.
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          To round out the case (literally), we chose a glass made of double-domed sapphire. We think this brushed, rounded case is unique – we hadn't seen anything like this before.
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          Next, we had to decide on the numbers, the hands, and the dial design. We combed through hundreds of fonts, looking for the perfect curves on the 6s and 9s, and just the right amount of attitude in the 2s and 4s.
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          After shortlisting our fonts, we then went through hundreds more iterations of mockups, trading out fonts and hand shapes until we created the perfect combination of elements.
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                          Here's where we landed:
                         </span>
                        </p>
                        <p style="margin:0;padding-bottom:0">
                         <span style="font-family:tahoma,geneva,sans-serif;">
                         </span>
                        </p>
                       </td>
                      </tr>
                     </tbody>
                    </table>
                   </td>
                  </tr>
                 </tbody>
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                       <td class="kmImageContent" style="border-collapse:collapse;mso-table-lspace:0;mso-table-rspace:0;padding:0;font-size:0;padding:0;text-align: center;" valign="top">
                        <a style="word-wrap:break-word;color:#29799E;font-weight:normal;text-decoration:none" target="_self">
                         <img align="center" alt="" class="kmImage" src="https://inboxflows.com/_/image/https%253A%252F%252Fd3k81ch9hvuctc.cloudfront.net%252Fcompany%252Fqdt3gw%252Fimages%252F87c7c575-6d8c-4d20-93ed-b3c19be30984.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZkM2s4MWNoOWh2dSJ9:1kXPFK:MHG8kuzXZiruHVSp217Xeg3KgMJQKZCxM_F-WqJ37Eo" style="border:0;height:auto;line-height:100%;outline:none;text-decoration:none;padding-bottom:0;display:inline;vertical-align:top;font-size:12px;max-width:1200px;padding:0;border-width:0;" width="462"/>
                        </a>
                       </td>
                      </tr>
                     </tbody>
                    </table>
                   </td>
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                        <p style="margin:0;padding-bottom:1em">
                         <span style="font-family: tahoma, geneva, sans-serif;">
                          The final product is what we now call
                          <strong>
                           The Oslo Watch
                          </strong>
                          . It's powered by a Ronda 762 movement and the straps are made of Italian vegetable-tanned leather. We strived for cool, minimalist retro, and we created a design that also has a somewhat intellectual vibe, especially when paired with darker strap colours. (There are 3 strap options all in all.)
                         </span>
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                          Do you like the Oslo Watch? You can get it on our
                          <a style="word-wrap:break-word;color:#29799E;font-weight:normal;text-decoration:none" target="_blank">
                           <u>
                            Indiegogo campaign
                           </u>
                          </a>
                          where it's available at a significant discount!
                         </span>
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                         <span style="font-family:tahoma,geneva,sans-serif;">
                          Best,
                         </span>
                        </p>
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                         <span style="font-family:tahoma,geneva,sans-serif;">
                          Jenn
                         </span>
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