Ad Antic Takes a Product Design Approach For "The Counter" Bracelet

Inspired by the automotive experience.

Design 
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Following its groundbreaking win at the Red Dot Design Award 2021, the product design company Ad Antic is gearing up to release “The Counter” bracelet to the public.

A culmination of Ad Antic’s extensive research shows that despite people being keen on wearing bracelets, they stray away from buying jewelry. Taking the brand’s unique approach to product design, “The Counter” is a wrist accessory rooted in durability and aesthetics.

Growing up in six different countries, Jinsop Lee, founder of Ad Antic, built an affinity for the automotive realm. “The Counter” channels his childhood driving experiences, fusing those influences onto a wrist accessory. Taking key elements of the iconic cars he had come across from Porsches to Hondas — the bracelet features its very own tachometer and is named after a car’s rev counter. Ensuring a long-lasting product, the same manufacturing process used for watchmaking is transferred onto the bracelet with its elements machined to precise tolerances completed with hand-finished touches. As well as focus on durability and aesthetics, “The Counter” is also fully recyclable.

Arriving in three sizes, Ad Antic’s “The Counter” bracelet is available to pre-order through the Kickstarter platform with an early-bird launch priced at $129 USD and regular pre-order at $149 USD. For more information on the company and the product offerings, you can visit the official website.

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