The revolutionary dial
Introducing a watch design that challenges traditional thinking 




PICTO means picture

Ever since the first mechanical clocks were made in the 1200s, they have consisted of a face and two hands. Until Steen Georg Christensen and Erling Andersen set out to challenge the traditional understanding of a mechanical watch. The year is 1984. Steen and his partner Erling had a mission: to design a watch that challenged traditional thinking. The watch should be as minimalistic as possible and only consist of a dial and one hand.

The result is PICTO®. PICTO® means picture and is the world’s first wristwatch that displays time as a pictogram – or an icon of time in perpetual motion. With its clean, minimalist graphic lines, PICTO® sets a new standard for the way of showing time. The hour is marked with a dot on the rotating dial, while the minutes are indicated by a conventional hand. A technical design that is unique for a watch and which was the first of its kind. More than 40 years later PICTO® still manages to stand out with their revolutionary dial.





The range



Each watch comes with either a silicone, genuine leather watch strap or mesh band, made of 316 stainless high-grade steel. Each strap is interchangeable, and depending on whether you choose a silver, gold, rose gold, black mesh or even a colourful leather or silicone band for your PICTO® watch, you can easily swap it around for one of the many other colour options available. 

30cm & 40cm CASE SIZES

Choose whether you want a watch dial measuring 30cm or 40cm. With your PICTO® watch, size is all up to you. All watches are unisex with a clean minimalist design. 





Stylish campaign visuals

Receive full access to the online image gallery, stocked with the latest campaign and product imagery. In addition, enjoy access to our complimentary graphic design services to fulfill all your marketing and advertising needs.  


Find out more...

To learn more about what PICTO® can do for your retail store, download our brochure or starter pack by clicking on the links below or email 

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