Schofield Capsule
A watch box that is opened like a secret: twist, reveal, then crack the code.
- Client
- Schofield Watch Company
- Brief
- Set by Giles Ellis, owner of Schofield Watch Company
- Product
- Watch box
- Status
- Prototype
Ritual, secrecy and belonging
Schofield buyers collect stories as much as watches. Giles Ellis, owner of Schofield Watch Company, set the brief: a watch box built around ritual, secrecy and belonging, that would not end up in the bin.
From box to capsule
I sketched trays, hinged cases, barrel boxes and watch rolls first. They all worked, but they felt like every other watch box. The capsule's rugged cylinder fitted Schofield's brutalist look and opened the door to a nuclear theme.
The nuclear biscuit
Giles runs a secret owners' club, the Buoys Club. You get in with a password, and at the moment that password arrives in a letter Giles posts to every buyer of a Schofield watch.
I saw that as a problem worth solving. Every letter costs Giles money and sits apart from the watch. The password could live inside the box instead.
So the capsule has a secret compartment holding a watch wipe and a "nuclear biscuit". The idea comes from nuclear launch codes: nobody is allowed to know the code in advance, so when the moment comes, the card is snapped open to reveal it. Here, snapping the biscuit reveals the password to the Buoys Club.
The biscuit completes the capsule's story and gives the owner something to do, not just something to read. It also removes the need for a separate letter, in a more considered and engaging way.
Material selection
Stainless steel
Chosen for its durability and weight, which give a sense of treasure and security. It is 100% recyclable and suits the raw, brutalist look of the Schofield brand.
Cork
A renewable, carbon-positive material. It gives the watch a soft, non-abrasive nest and is naturally antimicrobial and long-lasting.
Curved glass
Lets the watch be seen while it stays protected. Glass is infinitely recyclable and avoids the cheap feel of plastic.
Paperstone
A heavy-duty composite made from 100% recycled paper and non-petroleum resins. It has the stone-like strength the biscuit needs for its snap, while staying eco-friendly.
The capsule, printed
I 3D printed the capsule to test its proportions, the twist-off end caps and how the watch sits behind the glass panel. The orange end cap carries the nuclear symbol that runs through the whole story.
Opening the capsule
Opening the capsule is a short ritual. Twist the left end to reveal the watch, then turn the right end to find the watch cloth and the nuclear biscuit.
Return of the Capsule
To launch the capsule I designed a campaign around the poster, starting with an Instagram post for Schofield's followers.
Proposed launch
schofieldwatchcompany Return of the Capsule. Twist it open, find the biscuit, snap it. The Buoys Club is waiting. ☢
What Giles said
I cannot fault your development and additional functions. It is sterling work.
Giles Ellis, Schofield Watch Company
Very good work Ethan, I had an inkling it would be impressive work. You were curious from the start, wanting to get all the details and it has served you well.
Giles Ellis