TIME² interviews TAG Heuer Lead Designer Christoph Behling

He also believes watches are the most eco-friendly objects of beauty and design that exist.

An ambitious claim from the man who is also responsible for designing mobile phones for Versace and Nokia, perfume bottles for Dior and sunglasses for TAG Heuer. Not to mention ferries to transport guests round London for the 2012 Olympics and – naturally - a host of award-winning watches for TAG Heuer.

Behling talks to TIME² about what he looks to for inspiration when designing a product. "Nature and its fascinating complexity, shapes, fluidity, the way in which there is no waste and only logic, mean it is the ultimate inspiration," he says.

Having designed solar powered boats for over a decade, Behling believes watches are amazingly efficient sustainable machines.

He explains: "They’re locally produced in villages; use a minimum of resources, 99% of which can be recycled, such as steel, rubber and brass; they are small objects encapsulating a high value – a huge advantage for transportation; automatic watches use energy efficiently with an oscillating weight capturing the weight of your hand; they can be repaired and they won’t be thrown away. Even if they’re completely trashed, the core materials can be recycled," he says. No arguments there, then.

Behling says one of the most exciting products he has worked on is the new TAG Heuer Mikrograph, which was unveiled at the SIHH show this year. He says: "The Mikrograph is an important technological innovation for the company and a testament to TAG Heuer's commitment to the world of sport while keeping watches consistently readable and always beautifully designed."
[See TIME²'s interview with TAG Heuer chief executive Jean-Christophe Babin and the blog post 'SIHH 2011-World Premiere of TAG Heuer Mikrograph' for more information.]

While TAG Heuer has enjoyed uninterrupted growth in the UK throughout the economic downturn, Behling continues to travel to Switzerland every two weeks to meet the TAG Heuer research and development team and chairman Jack Heuer. He is already working on designs spanning till 2014, including ladies watches and limited edition racing watches incorporating new materials. Watch this space.