Fiona Kruger

Originally from Scotland and now based in Switzerland, designer Fiona Krüger has redefined watchmaking through her innovative fusion of fine art and product design. With a Master of Advanced Studies specializing in Design and Craftsmanship for the Luxury Sector from ECAL (University of Art and Design Lausanne), Fiona first captivated the industry with her groundbreaking Skull collection in 2013.

Her creative journey with TASAKI began in 2021, yielding the Petit Skull and Chaos collections under the banner of FIONA KRÜGER : TASAKI. This partnership has evolved further in 2024 with the debut of Face of Tasaki, a self-winding timepiece that celebrates TASAKI's rich heritage while pushing the boundaries of contemporary design.

Collaborating with Fiona and TASAKI, we had the privilege of creating films and imagery to narrate the story behind Face of Tasaki. What follows is a glimpse into an ongoing dialogue with Fiona Krüger, exploring her creative process, inspirations, and vision.

My approach to design begins with a foundational concept—something that resonates with the project’s goals or the client’s vision. I always ask myself: “Why does this matter?” and “What does this look like?” This art-driven process is key to making the design meaningful and compelling. Once I have the core idea, I explore how to visually communicate the feelings it evokes, ensuring every decision—be it technical or aesthetic—remains true to that original concept.

For me, a watch isn’t just a timepiece—it’s an object with its own identity. In the design process, the object itself guides the design. With mechanical pieces, the added dynamic of motion provides an extra layer of narrative, enhancing the story and experience of the piece.

TASAKI’s commitment to creativity and innovation is perfectly aligned with my own design philosophy. Their focus on inspiring wonder through bold, artistic expression is exactly what drives me as a designer. TASAKI beautifully blends the timeless elegance of pearls with contemporary design, allowing for a harmonious balance of tradition and modernity.

For this collection, we sought to create a new watch line that felt fresh but also had room for evolution—something that would grow alongside the TASAKI Maison. The first step was finding an archetypal form that reflected the essence of TASAKI. Visiting their pearl farms, I was struck by their architecture - the structure looks like a mosaic of floating rectangles, which inspired the rectangular motif we used throughout the design. This motif not only nods to their heritage but creating a shaped watch also captures the spirit of their innovative approach. We kept the design clean and refined, with precise details and elegant proportions, ensuring that the watches would feel at once iconic and contemporary.

Working with TASAKI has been a truly collaborative experience. They have an open-minded and fearless approach to design, which is crucial when pushing creative boundaries. Their passion for craftsmanship and innovation has always been evident, and their willingness to share insights into their heritage—whether through visits to their pearl farms or their atelier in Japan—helped shape a deeper understanding of their culture.

For this project, my role as the designer is to act as a mirror—reflecting back the unique qualities of the brand and translating that vision into something tangible. With TASAKI, the inspiration was abundant, making this a dream project where creativity and innovation were at the forefront.

Creating a micro-mechanical movement has been a long-standing goal of mine, as small, slim, automatic calibers are notoriously difficult to source. After years of searching, we partnered with LTM to develop a bespoke mechanical foundation that could meet our design needs. The smaller you go, things become exponentially more complex from a technical point of view, but they also become exponentially more interesting from a design perspective.

When TASAKI approached us to design a new collection, we knew we could leverage this foundation to create something unique. A round movement in a rectangular watch would have felt dissatisfying design-wise, and limited us proportion-wise, so we proposed a rectangular movement that aligned with the design language of the watch. The result is a distinctive, bespoke caliber that blends technical innovation with a refined aesthetic. The mosaic-like bridges—each brushed in different directions—play with light, evoking the shimmering beauty of the ocean, while rectangular motifs are laser-engraved to reinforce the visual language. It’s the elegant beating heart of the collection.

The FK:μ caliber features an inverted rotor, visible on the dial side, which animates the watch face. This gave us an exciting opportunity to incorporate motion directly into the design. To keep the proportions as slim as possible, we positioned the rotor at 6 o’clock, where it became a floating element in the dial. Having the rotor as a disk brings the circular shape into the design—a natural symbol for TASAKI which intuitively reminds me of a pearl. I saw the dial opening like the rectangular enclosures in which the pearls are cultivated. These elements become a minimal and direct translation of the pearl farm into the face of the watch.

In the design of this watch, the dial is divided into two parts: a static section and a dynamic, moving rotor. For the Mother of Pearl (MOP) versions this creates a beautiful contrast in the way light interacts with the surface of the dial. We used a single piece of MOP for the entire dial, which means that when the rotor is stationary, the veins of the MOP align perfectly accross the whole watch face, creating a seamless visual effect. As the wearer moves, the rotor spins, and the light dances across the MOP’s iridescent surface, revealing its depth and complexity. This interplay of static and dynamic elements highlights the natural beauty of the material and enhances the watch’s visual appeal.

Every challenge is an opportunity to innovate, and TASAKI’s background in jewelry opened up new avenues for creative exploration. Jewelry design has slightly less technical considerations than watchmaking, which requires extreme precision and functionality accross every component in the piece. Working with TASAKI is wonderful, because they bring that open-mindedness, which you find in Jewellery design, to what are very technical projects. That’s what allows us to explore new territories and create innovative and contemporary pieces.

Designing a new caliber, especially a smaller, slimmer one, added significant technical complexity to the project. In addition, everything from the case to the dial to the hands had to be executed with extreme precision at this small scale. For example, the chamfered edges on the case and lugs require a level of craftsmanship that demands perfect execution, as even the slightest imperfection is visible on a piece with these proportions. These technical challenges only added to the quality of the project, pushing us to find new solutions and refine every detail to perfection.

The rectangular form of TASAKI’s pearl farms was a direct inspiration for the geometric design of the watch. The architecture of the farm—essentially a grid of floating rectangles—served as a natural starting point. This was reinforced by my personal preference for slim timepieces, which feel both timeless and elegant. By maintaining slim proportions, we were able to emphasize the geometric motif while ensuring the watch feels modern and sophisticated.

Swiss watchmaking has its own culture and traditions: beautiful finishing (even on components which no-one will ever see), considering surfaces as an opportunity to play with light, technical innovation thanks to an eco-system of different production specialists. This expertise was crucial in shaping the technical aspects of the FACE OF TASAKI collection, as well as the quality of finishing and the various design details on each element of the watch. The fusion of Swiss craftsmanship with TASAKI’s unique aesthetic vision allowed us to create a collection that feels both innovative and timeless.

FACE OF TASAKI, with its beautifully decorated movement and the overall watch design, reflect a blend of these two worlds—Swiss technical excellence and TASAKI’s Japanese sensibility. This collaboration resulted in a design language that is fresh, contemporary, and deeply rooted in the traditions of both cultures, each with quality and craftsmanship at their heart.

In my designs, I aim to create a stage where artisans can showcase their expertise. Swiss watchmaking carries a rich legacy of craftsmanship, and I view our designs as an opportunity for makers to express their skills and pride. This philosophy is central to my approach, as the design is in service to both the artisans and the brand, bringing their abilities to life in meaningful ways.

Every design element has a clear purpose—rooted in both the foundational concept and the technical realities of production. It’s the synergy of these two factors that shapes a truly relevant and impactful design. By marrying tradition with innovation, we can highlight the precision and heritage of Swiss watchmaking, while introducing contemporary design concepts that challenge and expand the boundaries of what’s possible.

I never design a one-off piece; I always create a foundational principle that can evolve into multiple iterations. The first design sets the stage for future versions, ensuring longevity and flexibility. For me as the designer, this approach gives me room to explore a multitude of creative possibilities down the line. For the artisans and manufacturers, it’s an exciting prospect, as the initial design work becomes the starting point for a whole new journey—solving technical challenges that will pave the way for future innovations. For the partner brand, this approach creates a story that unfolds over time, with each new design becoming a chapter in the evolution of the collection. This not only imbues the work with meaning and value but also offers the potential to surprise and delight collectors, connoisseurs, and clientele alike.

There is a wealth of potential in the work we’ve done so far, and we’ve only scratched the surface. The evolution of the FACE OF TASAKI collection is one area I’m particularly excited about, as the design language we’ve developed has so much room to grow.

We are also ready to expand the use of our FK:μ micro-mechanical caliber across other projects—whether for TASAKI, other brands or ourselves. This first iteration is just the beginning, and the caliber’s flexibility offers plenty of opportunities for creative exploration.

Lastly, I’ve really enjoyed the multifaceted nature of this project - from Conception and Design, to R&D and Manufacturing. Becoming a “mirror” to reflect back to a client what is special and unique about them, and then translating that brand’s essence into a physical object is incredibly fulfilling. I’m excited about continuing to work in this collaborative way, whether through design, R&D, or manufacturing. There is so much talent and potential within the Swiss watchmaking sector—the skill level is unparalled and I’m looking forward to what comes next.