What is Normal?

That which is normal can be assumed as self-evident, or open to an exhaustive debate. In truth, there are as many points of view as there are people. Where we find consensus, we find community.

Our belief is that the products we choose for ourselves, particularly the ones we carry with us throughout the day, are extensions of us. They should act to reenforce our persona, not distract from it. Therefore, Normal Timepieces’ identity intentionally never appears on the watch face, so that our brand never competes with your brand. Our products are created for those who appreciate such subtlety, and have a quiet confidence in their own design sensibilities.

View some of Ross McBride’s previous work:
  • The hour hand keeps time from the clock’s center while the minute hand orbits around. The minute hand does not appear to be attached to the axis. In actuality, it is attached to the disk that makes up the clock face. As the disk is featureless, and perfectly round, it appears to be motionless. Self-produced prototype.
  • The hour hand keeps time from the clock’s center while the minute hand orbits around. The minute hand does not appear to be attached to the axis. In actuality, it is attached to the disk that makes up the clock face. As the disk is featureless, and perfectly round, it appears to be motionless. Self-produced prototype.
  • The distorted image on the ceramic saucer can only be viewed correctly in the curved reflective surfaces of the stainless steel cup. The image is indecipherable when the cup and saucer are separate. Produced by Free-Wings Co., Ltd.
  • The distorted image on the ceramic saucer can only be viewed correctly in the curved reflective surfaces of the stainless steel cup. The image is indecipherable when the cup and saucer are separate. Produced by Free-Wings Co., Ltd.
  • The distorted image on the ceramic saucer can only be viewed correctly in the curved reflective surfaces of the stainless steel cup. The image is indecipherable when the cup and saucer are separate. Produced by Free-Wings Co., Ltd.
  • A 2/3 scale bust with sunglasses. Hour digits are displayed in the left lens, and minute digits in the right. Produced in a limited number of 100 pieces by E&Y Co., Ltd.
  • A 2/3 scale bust with sunglasses. Hour digits are displayed in the left lens, and minute digits in the right. Produced in a limited number of 100 pieces by E&Y Co., Ltd.
  • This stackable injection molded Command Sit stool comes in generic computer beige, and black. Produced by Duende.
  • This stackable injection molded Command Sit stool comes in generic computer beige, and black. Produced by Duende.
  • A ceramic salt and pepper shaker set that can never be broken up. You can watch it rock back and forth during the lulls in conversation at your table. Produced by Normann Copenhagen. Awards: Red Dot Design Award 2010, and IF Product Design Award 2010
  • The Grid Clock gives the impression of emerging from the wall it hangs upon. This was my first self-produced product in 1997.
  • The Grid Clock gives the impression of emerging from the wall it hangs upon. This was my first self-produced product in 1997.
  • The basic forms in this series are generic, with the exception that each is paired with, and indented by an appropriate utensil. The Ø20cm plate pares with chopsticks. The Ø18cm plate pares with a fork. The Ø16cm saucer pares with a spoon, and the Ø14cm ashtray has a recess to accommodate a box of matches. Self-produced. Made in porcelain by Takito Co., Ltd.
  • Alone, Ripple can be use as a centerpiece for displaying fruit, and snacks. In numbers on the wall, Ripple makes for a unique paneling system. They are made from injection molded ABS plastic. Produced by E&Y Co., Ltd.
  • Alone, Ripple can be use as a centerpiece for displaying fruit, and snacks. In numbers on the wall, Ripple makes for a unique paneling system. They are made from injection molded ABS plastic. Produced by E&Y Co., Ltd.
  • Wall switches are part of the interior vernacular that we all accept, but their designs have essentially not evolved in decades. A standard switch may not match with the interior, but the designer simply works around it. These were intended to offer an alternative. The soft Silicon Switches cover a prefabricated push-type switch which is sadly, only available in Japan. Produced in three styles by Max Ray Co., Ltd.
  • Wall switches are part of the interior vernacular that we all accept, but their designs have essentially not evolved in decades. A standard switch may not match with the interior, but the designer simply works around it. These were intended to offer an alternative. The soft Silicon Switches cover a prefabricated push-type switch which is sadly, only available in Japan. Produced in three styles by Max Ray Co., Ltd.
  • Wall switches are part of the interior vernacular that we all accept, but their designs have essentially not evolved in decades. A standard switch may not match with the interior, but the designer simply works around it. These were intended to offer an alternative. The soft Silicon Switches cover a prefabricated push-type switch which is sadly, only available in Japan. Produced in three styles by Max Ray Co., Ltd.
  • Wall switches are part of the interior vernacular that we all accept, but their designs have essentially not evolved in decades. A standard switch may not match with the interior, but the designer simply works around it. These were intended to offer an alternative. The soft Silicon Switches cover a prefabricated push-type switch which is sadly, only available in Japan. Produced in three styles by Max Ray Co., Ltd.
  • Wall switches are part of the interior vernacular that we all accept, but their designs have essentially not evolved in decades. A standard switch may not match with the interior, but the designer simply works around it. These were intended to offer an alternative. The soft Silicon Switches cover a prefabricated push-type switch which is sadly, only available in Japan. Produced in three styles by Max Ray Co., Ltd.
  • This concept cell phone is styled on a hip flask. It is named after the Volstead Act, which made alcoholic beverages illegal in the United States during the 1920’s. This law was responsible for the overwhelming popularity of the flask, as its curved, slender form was easy to conceal in one’s garments. To own a hip flask became a statement opposing the Volstead Act. Commissioned by the AU Design Project.
  • If your home is filled with too many clocks, it may be a bit difficult to relax. This piece was designed as more of a kinetic sculpture. When you need to know the time, it will tell you, but is a timepiece without the presence of a clock. The hour, and minute ballbearings are moved by magnets from underneath. A self-produced prototype.
  • If your home is filled with too many clocks, it may be a bit difficult to relax. This piece was designed as more of a kinetic sculpture. When you need to know the time, it will tell you, but is a timepiece without the presence of a clock. The hour, and minute ballbearings are moved by magnets from underneath. A self-produced prototype.
  • Separately, each ring can not be deciphered. but when her ring is placed in mine, the Latin phrase appears. “NON MIHI, NON TIBI, SED NOBIS” Translation: “Not for you, not for me, but for us”.

Ross McBride was raised in the United States, but has lived his entire adult life in Japan. He has been greatly influenced by pioneering mid-century American design, as well as the Japanese sense of minimalism, and craftsmanship. Ross earned his bachelor’s degree in graphic design from the California Institute of the Arts, and upon graduation in 1985, moved promptly to Tokyo. Initially after arriving in Japan, Ross furthered his graphic design studies as a research student at Japan University (Nippon Daigaku). He later worked in several design offices, including Igarashi Studio under the auspices of Takenobu Igarashi, then as acting president of the AGI. In 1991, Ross went independent to establish his own graphic design practice, but over time, his interests grew in product, furniture, and interior design. In January 2000, K.K. Normal was established in order to manage such client-based projects. In 2006, Normal Timepieces was created as a venue to express his personal aesthetic, and thoughts on design. 

Ross has exhibited at 100% Design London, Salone Satellite in Milan, ICFF New York, and Tokyo Designers Block, where he won the TDB Award 2003 for best installation design. He has also been honored with three Good Design awards (Japan), an IF Product Design award (Germany), and the Red Dot Design Award for Product Design (Germany). He has worked on projects for Duende, E&Y, Maxray, Starbucks Japan, Water Studio, Sharp, Sony, Design by AU, and Normann Copenhagen.