Podcast Summary: Paulin's Creative Director Imogen Ayres Talks Typefaces With Rob

Title: The Real Time Show
Host: Rob Nudds
Guest: Imogen Ayres, Creative Director of Paulin Watches
Release Date: December 15, 2024

Introduction to Imogen Ayres and Her Creative Journey

Rob Nudds kicks off the episode by introducing Imogen Ayres, the Creative Director of Paulin Watches based in Glasgow. Rob expresses excitement about having Imogen on the show to delve into her extensive experience in the design world.

Imogen shares her early passion for drawing, highlighting that her artistic inclination was a family trait. She reveals that her initial aspiration was to become an artist, but her trajectory shifted towards graphic design during her university studies.

[00:38] Imogen Ayres: "I was always obsessed with drawing as a child. I think like me and my siblings and whole family basically are quite artistic..."

She explains that the structured environment of graphic design appealed to her more than fine art, allowing her to work with briefs and incorporate her illustrative skills into her designs.

Transition from Fine Art to Graphic Design

Rob probes deeper into what specifically drew Imogen away from fine art to graphic design.

Imogen cites the desire for structure as a key factor. She found that graphic design allowed her to blend her love for illustration with problem-solving within client briefs, which she found more fulfilling than the solitary nature of fine art.

[01:22] Imogen Ayres: "It was the structure. So I did a course which involves... I went with the intention of specializing in illustration..."

This shift enabled her to maintain her creative expression while adhering to specific design challenges.

Career Beginnings at Paulin Watches

Imogen recounts her entry into the watchmaking industry, starting her career at Paulin Watches through a recommendation from someone she interned with. She was brought on specifically for typeface design, initially focusing on bespoke numerals for Paulin.

[03:22] Imogen Ayres: "So my first job in the design world was for Paulin. So yeah, it was my first job out of university..."

Her role evolved as Paulin expanded from non-numeric to numeric watches, laying the foundation for integrating bespoke typography into watch designs.

Designing Typefaces for Watches

A significant portion of the discussion centers around the intricacies of designing typefaces specifically for watch dials. Imogen elaborates on the practical considerations, such as material constraints and production processes, that influence type design.

[05:59] Imogen Ayres: "You don't want to have like really tight corners and there's like a minimum line thickness obviously that you also have to account for..."

She emphasizes the importance of balancing aesthetic appeal with functionality, ensuring that numerals are both visually pleasing and legible within the limited space of a watch face.

Inspiration Behind Paulin’s Typefaces

Imogen delves into the inspiration behind specific typefaces, particularly the Model 2 numbers. She credits Lewis, presumably a colleague or collaborator, for referencing an old alarm clock and industrial machinery aesthetics that informed the distinctive cuts and proportions of the numerals.

[07:19] Imogen Ayres: "We put in these sort of cuts, cuts in the thicks and thins, which was inspired by an old alarm clock..."

She draws parallels between industrial design elements and effective typography, illustrating how vintage and utilitarian influences can enhance modern watch designs.

Favorite Design Inspirations and Logos

The conversation shifts to Imogen's favorite logos and design inspirations outside the watch industry. She mentions the iconic Bifur logo found on bins, appreciating its clean and functional design.

[09:08] Imogen Ayres: "I think probably my favorite logo in the world is the Bifur logo, which is always on bins. It's so good."

This appreciation reflects her affinity for simplicity and clarity in design, which translates into her work on watch typefaces.

Principles of Mixing Typefaces

Rob inquires about best practices for mixing different typefaces on watch dials without creating visual chaos. Imogen acknowledges the complexity and suggests designing custom typefaces to maintain cohesiveness. She also recommends selecting typefaces from the same foundry to ensure stylistic harmony.

[10:10] Imogen Ayres: "It's quite a skill, really... So with the model 1 minute track and hour numerals, they have like a very similar proportion..."

This approach ensures that even when multiple typefaces are used, there is a unifying thread that ties the design together.

Personal Design Philosophy and Style Evolution

When asked about her personal design style, Imogen highlights that she doesn't adhere to a single style. Instead, she prides herself on drawing from historical references and adapting to the unique identity of each brand she works with.

[11:40] Imogen Ayres: "I don't think I have a particular style, as you can kind of tell from the contrast between aesthetics and Paulin and Ann Ardain..."

This flexibility allows her to cater to diverse design needs, maintaining originality across different projects.

Paulin Watches: History and Evolution

Imogen provides a brief history of Paulin Watches, founded by three sisters. She discusses the recent restructuring and rebranding that merged Paulin with Ann Ardain, leading to improved production practices and a leaner production model.

[22:12] Imogen Ayres: "So it was started by the three Paulin sisters... And Elena recently had a baby too, and so she has stepped back from the company as well..."

This merger marked a pivotal moment, allowing Paulin to expand its design horizons beyond minimalist watches and embrace a more diverse aesthetic.

Diversifying Product Lines: Beyond Watches

Imogen touches on Paulin's foray into non-watch products, such as leather goods and accessories like wallets and iPad cases. Although some products didn't perform as expected, she values the creative exploration and the ability to produce items that align with the brand's ethos.

[24:37] Imogen Ayres: "We did one range of leather goods which was a really fun process..."

This diversification showcases Paulin’s commitment to innovation and catering to broader design interests.

Customer Feedback and Product Development

Attending events like the Time and Tide British Weekender, Imogen highlights the importance of customer feedback in shaping product offerings. She notes that while customers appreciate the variety, balancing preferences can be challenging.

[30:46] Imogen Ayres: "The two new models of the modal, the more neutral styles, came about because people did keep saying..."

Listening to customer input helps Paulin iteratively improve and tailor their designs to meet diverse tastes while staying true to their brand identity.

Target Demographics and Market Expansion

Imogen discusses Paulin's customer demographics, noting a predominantly male audience but with efforts to broaden appeal. She mentions plans to expand into markets like Asia and strengthen their presence in the US.

[36:36] Imogen Ayres: "I think we have always been more heavily male, but I think that's just also to do with the watch industry and who is aware of the brand..."

This strategy aims to attract a wider audience by emphasizing design aesthetics that resonate beyond traditional watch enthusiasts.

Future Collaborations and Aspirations

Expressing interest in collaborating with renowned brands like Cartier or Jaeger-LeCoultre (JLC), Imogen is keen on blending her bespoke typeface expertise with established luxury watchmakers.

[33:25] Imogen Ayres: "It would be fun to work with one of the really big hitters, actually..."

Such collaborations could infuse fresh vitality into classic designs, bridging the gap between tradition and modern innovation.

Conclusion and Final Thoughts

Rob wraps up the episode by encouraging listeners to explore Paulin Watches through their website and social media platforms. He invites audiences to reach out with questions, fostering community engagement.

[40:33] Rob Nudds: "Imogen, thank you for your time... If you want to contact us on Instagram, if you have any questions for Imogen or Paulin or anyone..."

Imogen shares her enthusiasm for future projects and the collaborative spirit that drives Paulin's design philosophy.

Notable Quotes

• Imogen Ayres [00:38]: "I was always obsessed with drawing as a child... I really enjoyed, fusing the both together."
• Imogen Ayres [07:19]: "We put in these sort of cuts, cuts in the thicks and thins, which was inspired by an old alarm clock..."
• Imogen Ayres [09:08]: "I think probably my favorite logo in the world is the Bifur logo..."
• Imogen Ayres [10:10]: "It's quite a skill, really... with the model 1 minute track and hour numerals..."
• Imogen Ayres [22:12]: "So it was started by the three Paulin sisters... And Elena recently had a baby too..."
• Imogen Ayres [24:37]: "We did one range of leather goods which was a really fun process..."
• Imogen Ayres [36:36]: "I think we have always been more heavily male..."
• Imogen Ayres [33:25]: "It would be fun to work with one of the really big hitters, actually..."

Closing

For those interested in exploring Paulin Watches and following their design journey, visit their official website at paulinwatches.com and follow them on Instagram. Connect with Rob Nudds and Alon Ben Joseph through their respective handles to stay updated on future episodes and watchmaking insights.

Stay tuned to The Real Time Show for more engaging conversations and deep dives into the world of watchmaking.