I really enjoyed watching the two part film from Gourmet Films. They interview the founder and CEO of Icon, Jonathan Ward. It’s fascinating to listen what drives him to create. When you start listening to the decisions made it becomes clear pretty quickly that everything was done with a purpose and was thought out extensively. Things like color to the materials to the proportions all went through the same thought process. Inspirations came from jets to classic watches. Everything is simple, old school analog with strong shapes. He describes how they looked at things that sucked and made something entirely new. It’s also about discovery for him. There’s hidden functionality that isn’t apparent at first. Towards the end of the short film he mentions a desire for reflection of craft that has more of a story to it. The second film is worth watching for entirely different reasons. They do things to other vehicles that I find kind of amazing. I’m not going to ruin the surprise — you’ll have to watch it for yourself.