Sekford Type 1A watch released

Dial numerals pushed hairlines and serifs to their physical minimum

Commercial Type drew custom numerals for the dial of Sekford's debut Swiss-made dress watch. The figures derived from Paul's Chiswick numeral designs, while the logotype and case-back engraving drew on a 1916 draft of Edward Johnston's London Underground lettering. Wood engraver Mark Wilkinson cut the final logo.

Set in Chiswick

Insights

Chiswick's numerals served as the starting point; the family's roots in gravestone and architectural lettering made the figures a natural fit for the watch dial, which also referenced public clocks.
The brief required pushing how thin hairlines and serifs could be for the dial numerals.
An early draft of Johnston's Underground typeface, found on handlettered posters from 1916, was the reference for the logotype and case-back engraving.
The logo was cut by wood engraver Mark Wilkinson.