Brooklyn designer individually combines instrument panel gauge designs with high quality timepieces.
While driving his 1983 Alfa Romeo GTV6, Brooklyn-based product designer Bradley Price had a eureka moment: design a set of watch faces based on car gauges. The result was a new company called Autodromo, under which his unique products are now sold. In a recent interview with New York Times, Price said: "There are so many wonderful gauge designs from the 1960s and '70s that I love. I did some research and saw that no one was doing that for watches."
With no formal watchmaking experience, Price persevered with his project as he believed car enthusiasts would be responsive to his designs. "If you look at the watches out there for car guys, there are two categories. Either they're very expensive chronographs or they're cheesy carbon-fiber watches with a 15-year-old's aesthetic." Five watches are currently available via his Autodromo website priced at $425 a pop. First we have the Brescia, inspired by the northern Italian city from where the Mille Miglia, Europe's most fearsome road race, started and finished. Elegant and understated, this watch is apparently ideal with a tailored Italian suit.
Next the Vallengula, available with a black or white dial, is inspired by racing tachometers used in sixties and seventies Italian Grand Prix racing cars, and named after a challenging road circuit. Finally, the Veloce with a PVD black or stainless steel case, is inspired by a classic 1960s rev counter with distinctive redline markings on the dial. In addition to expanding the watch line, the young designer currently has plans for a clothing line including driving gloves and shoes that should be ready in the coming months.