The concept has a heavy emphasis on haute horlogerie. What that means exactly is that the “Ora” is designed with superior craftsmanship, technicity and originality to transcend every other segment of watch on the market regardless of brand, status or price. It focuses on the intricacy and prestige of fine watch making and embraces complexity and diversity on materials and methods used to deliver the time correctly. The time is delivered via three separate, but seemingly cohesive, tapes; one displaying the hour, one displaying the minute and one displaying the day. The shape of the watch is a direct result of an “inside-out” designing approach where the moving parts dictated the overall form of the timepiece’s outer shell.