Optimef was first launched in 1979 and was the very first Romanian watch. Almost 40 years after its original release, we are reinventing the Optimef brand with designs that inspire a mélange of clean minimalism and Memphis Group-like quirkiness. Besides the attention to technical and design details, we are adding a contemporary touch to the 70s and 80s aesthetics of the original brand. We work with simple geometrical elements and a set of primary colors.
Inspired from the past but looking towards the future, Optimef is telling a story, not just the time. We live in an era in which any electronic device around us can tell the time, so watches are a necessity no more, but they are an essential styling detail.