In 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.

 When PICTO was launched in 1984, it quickly became a sensation on the international design scene.

PICTO means picture, and the name is extremely well chosen for the watch. With its minimalist, clean graphics PICTO manages to provide a picture of time like no other watch. Actually PICTO is the world's first wristwatch that displays the time as a pictogram – or an icon of the time in perpetual motion. The hour is indicated by a dot on the rotating dial, while the minutes are indicated by a conventional hand. More than 30 years later PICTO still manages to stand out with the revolutionary dial. The rotary dial gives an illusion of the earth moving around as time passes.

With its clean, minimalist graphic lines PICTO sets a new standard for the way of showing time. The PICTO watches are up until this day a permanent part of the modern design exhibitions.

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