Welder states that the concept of time depends on how we percieve it, it depends on each person, moment and even mood.
For the Welder Moody design, Italo Fontana allowed his mood to guide his choice of colours, although he says, “There were moments in which I wanted to change the red of my anger to the green of tranquility. These mood changes led to the creation of the photochromic glass and the transformation of the watch into an object of beauty that’s out of this world”.
Its target market, the millenials, also live immersed in these constant mood changes. They’re walking contradictions, they’re moody. They say they don’t wear watches, but when you look on their instagram, you see that’s not the case.