KRAYON·ANYDAY: A New Philosophy of Time

The two animated short films—The Architecture of Time and The Tenderness of Time—were specially created for the Swiss haute horlogerie brand KRAYON’s new timepiece, “ANYDAY”. From the dual perspectives of structural order and emotional companionship, they together construct a brand world where precision meets warmth, conveying a new philosophy of time that is precise but never cold, rational yet always warm.



Beginning with a visual motif drawn from the watch’s “dot and ring” structure, The Architecture of Time embarks on an abstract exploration of the flow and order of time. In the film, the dot moves within the ring, resembling a planet orbiting in space. This rhythmic and directional visual trajectory not only reenacts the relationship between the watch hands and time markers, but also metaphorically alludes to the intricate power transmission system within haute horlogerie. As the dot and ring intertwine, overlap, and obscure one another, the imagery unfolds with a moon phase-like visual rhythm, as if silently narrating the passage and change of time. The camera’s rotation and gentle panning cleverly simulate celestial spin, immersing the viewer in the order and rhythm that underpins ANYDAY’s mechanical architecture. Such precise representation of the architecture of time showcases KRAYON’s rigorous craftsmanship and its profound insight into the essence of time.



The Tenderness of Time centers on tender emotion, conveying the brand’s message: “ANYDAY for you”. The story begins with a squirrel inviting a bear to watch the sunrise. Bears, typically dormant during winter hibernation, would not usually cross paths with autumn-dwelling creatures like squirrels. This seasonal dislocation, told through personified characters, expresses a deeper idea: For you, I would break the rhythm of time and symbolizes the emotional companionship embodied by the “ANYDAY” watch—always be there for you, whenever and wherever.



Together, the two films present KRAYON’s philosophical interpretation of time from two different angles: Time can move with strict order through structured mechanics, or gently accompany us through life’s quiet moments. This fusion of precision and warmth is the essence of KRAYON’s unique appeal—breathing new vitality and reflection into the watchmaking sector.