Picto wristwatch by Rosendahl

, , , , , By Catherine Lazure | Nordic Design

Another fun find during our visit to Formland last week!

With its clean, minimalist graphic lines, Picto is a unique wristwatch. It indicates the house by a dot on the rotating dial, while the minutes are indicated by a conventional hand.

Designed by Steen Georg Christensen & Erling Andersen, it is the first wristwatch created according to this rotating disk principle. “With Picto, we wanted to design a ”picture” of time. Where traditional watches show the time with the ticking hands, it is the watch face that rotates on Picto, giving the illusion of the earth moving and time passing.”

Picto’s innovative design and technology have taken the watch all over the world and directly into MoMA, the Museum of Modern Art in New York, where the watch is today a part of the museum’s permanent exhibition.

So it is a modern design icon that Rosendahl is now relaunching in its almost original form; the watch casing has been changed to enable the soft, supple silicone strap to glide straight through it, making Picto “the epitome of no-nonsense design that dominates today’s fashion.”

Photo: Rosendahl


  1. Hans S
    7 Sep 2011 / 10:49 am

    How can I buy a PICTO with a BLACK case 30 mmm or less.
    No Danish dealer seem updated.
    K.r. Hans Søndergaard

    • catherine
      11 Sep 2011 / 6:34 am

      Hi Hans! I found this contact information from Rosendahl:

      Rosendahl A/S, Slotsmarken 1, DK-2970 Hørsholm
      Tlf.: + 45 45 88 66 33, [email protected]

      You can also contact their customer service: Tlf.: + 45 45 17 37 01, [email protected]

      Good luck!


  2. jeannette
    18 Oct 2013 / 8:40 am

    FYI: This watch is not part of MoMA’s permanent collection, that is an error.

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