Taking over Shoreditch’s impressive 81 Leonard Street Gallery during London Design Week (and its earlier crossover with London Fashion Week), Uniform Wares – the British watch brand on a fast-track to iconic status – have been celebrating the launch of their new 152 and 203 Series watches with an exhibition that draws on the imitable talents of 12 of the planet’s most inspired graphic artists. Anthony Burrill, James Joyce, Hellovon and Craig & Karl amongst those who were charged with the task of visually representing a chosen hour in the day.

For a pair of young designers who have made major waves in the design and fashion industry – their minimalist designs were chosen by San Francisco Museum of Modern Art to represent Dieter Rams’ influence on contemporary design – this was a refreshing re-imagining of the traditional product launch, as co-founder Patrick Bek told me himself; a bunch of watches in display cabinets hardly have the wow-factor (that 12:24 was in no short supply of)… no matter how beautiful they are.

152 Series Brushed Steel

02:50, Martin Nicolausson

02:00, Michael Spoljaric

203 Series

06:30, Anthony Burrill

21:00, Craig & Karl

14:49, Erica Dorn