E&Y is a well known Japanese design brand commemorating its 30th anniversary with a retrospective exhibition at the Axis Gallery in Tokyo. It is nice to be included in their list on the wall among such notable names. I did a few products for them over the years, and the one they put on display here was the Beethoven Clock which was made for them as a limited edition in 1999. You can see this piece as part of my portfolio at the bottom of the About Us page here.



Normal moved into it’s new office six months ago. Our building can now be seen in the current Japanese architecture magazine, Shinkenchiku (new architecture). If you’re in Japan, and can pick up a copy, please check it out. That’s #356 – the December 2015 issue.

Also, if you’re interested, our architect is Abe Ryo   http://www.aberyo.com/


Normal is now available at Tokyo’s MoMA Design Store. Always a nice place to be. Our watches can be seen at the campaign display that we designed for our Japanese distributor, POS+.



This year’s Tokyo Design Week has just come to an end. Next year, we should give you a comprehensive review of all the goings on, but for this first installment, an overview of its past and its current state.

Tokyo Design Week is sort of an umbrella term for several events grouped around the same time. When I first came to Tokyo, I saw its origin with a one day event called, Design Saturday. Over the next 30 years, its popularity consistently grew as it evolved through different organizations in several incarnations. Happening, Designer’s Block, 100% Design, Design Tide, to name a few. Some of these events were motivated by an altruistic passion for design. Others were simply for self promotion and profit, but interesting all the same. It was a joy to be here to participate every year. However, I am sorry to say that from my perspective, Tokyo Design Week is now past its prime.

A few years ago, it was a very dynamic situation. So many visitors from overseas, so much innovative work to see, and of course – a lot of good parties. Things have calmed down much since then, and is no longer the place to visit for the world’s design audience. Of course, the Japanese, and global economy is a big factor in this. But it is also because of the failed attempt to properly connect major brands, and manufacturers to the design community. Milano Salone is the best example of successfully handling this. This is due to the lack of vision, strategy, and support by the Japanese government, corporations, and the media.

This year, there were three major venues as well as many satellite events peppered throughout the city.

The main event is appropriately named Tokyo Design Week. This is the largest venue, and lasts for ten days. It seems that the organizer’s idea of expanding every year is somehow a sign of success. It is essentially a combination trade show / exhibition, but to grow, they continually added more components. Among other things, there is now a craft market, live music, student work, etc. It is intended to open the event to the broader public, and to be family friendly, but it has lost any focus. It is not clear what the theme, or direction of Tokyo Design Week is anymore. The most egregious thing is the overall standard of the design on view. Sadly, a very small percentage is worth seeing. There is little, if any, judging process to accept exhibitors as long as they can pay the exorbitant participation fee. On top of this, the visitor’s entrance fee of US$25 is among the highest in the world for any such event. To continue over the next few years, I certainly hope that they will see these flaws, and raise the overall quality of the show by editing it down to a reasonable scale with a clear concept. Feel free to see more here:  <tokyodesignweek.jp>

Showcase was a straightforward exhibition organized by various players in Tokyo’s design community. This year was a mix of Japanese designers, and artists. Each piece on display was personal, and exploring it’s own theme. Some were in progress, and experimental. The name / theme of this year’s show was “Stands”, which I don’t understand, and I couldn’t perceive a general thread through all of the work, but each piece was good to think about. View here: <www.showcase-web.com>

The best event in my opinion by far was Any_Tokyo. It was located in an amazing space commandeered from a 600-year old Buddhist temple, albeit a little out of the way. This show had a clear vision, and was judged properly. Every design on display offered something original, and was thought-provoking – which are the qualities that every event should try to attain. I sincerely hope that Any_Tokyo will expand for next year’s design week. See what they had here: <anytokyo.com>

-Ross McBride




Welcome to our new website. As anything like this, it always takes longer than you want, but we are very satisfied with the results. This was the next step in the evolution of the Normal brand. Our site has been completely revamped based on the direct input from our audience, as well as our desire to convey our brand’s concept further through more expressive visuals, and engaging content.

There is much happening on the horizon here at Normal. Please sign up for our newsletter, Normal News, and stop back here from time to time to see any announcements. We have also become more active in Facebook, Instagram, Pinterest, and Twitter (it is, after all, the 21st century).

As always, any criticisms, comments, and of course compliments, greatly appreciated.


Introducing our New Fuji

With the launch of our new website, we are equally happy to launch our latest watch range, the woman’s Fuji. As you can see, this design is a natural progression from the original Ø43 mm Fuji. This new Ø31 mm version comes in several colors and surface finishes that we haven’t used before. There are four case designs with an option of two bands, for a total of eight models. But of course, you can easily combine any case with any band we offer to your liking.

We see great potential for this range, because there is so much room to grow in the lady’s watch market. The overwhelming majority in this world is classic, glittery, garish designs, repeated and repeated again. There is very little in the way of thoughtful, minimal pieces. There is an audience there that hasn’t been addressed properly.

Please let us know your thoughts. Any comments you have would be greatly appreciated.

More images, and details here. Questions,and comments here.

Normal People

Over time, we would like to introduce you to people that have helped Normal out in different ways of the the years. With the launch of our new website, it will be the first time to see the outcome of our latest photo shoot, so this will be a good place to start.

Normal is an American / Japanese watch brand. Our previous model photo shoot was a wonderful married couple based in Los Angeles – and very Western. For this last shoot, we wanted to show the Asian side of our brand. It was taken at our new building in Tokyo. On the left is Madoka and Ross McBride from Normal. In the middle are the two models, Masato (above), and Ai Tsuchiya (below). On the right Ken for hair, Shirayuki the photographer, and Wakana for make-up.

This is not a great photo itself (Not taken by the photographer!), but you see us all there.