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Breda’s New Watch Line Deserves a Second Look

The Dallas-based watch company debuted its new collection, Phase, with a studio launch party.
By Emily Esleck |

Brother-and-sister duo Amir and Shabeena Meghani started Breda in 2009 when they wanted to create something of their own after being in the family watch business, Grand Time. After experimenting with several designs and sending them to suppliers, they hired designers and focused on creating more of a conversation with their designs. That brings us to Phase, Breda’s new line. “We decided a little over a year ago that we wanted to come out with a collection that could be a cornerstone design for the brand,” Amir says. On Thursday, the company highlighted this new initiative with a launch party at their studio in Deep Ellum. While there, I learned three reasons why Phase deserves another look.

Breda Watch_2

  1. The sleek design gives premium detail.

Although the line was designed with men in mind, the chic look is functional for anyone. Phase watches have a soft, stitchless Italian leather band, upgraded Swiss movement and date functionality, sandblasted stainless steel case, curved edge glass, and an engraved crown gauge. The minimalistic design of the watch presents a refreshing look and clean aesthetic.

  1. The line tells a story.

What makes the line stand out is how designer Efrain Villa built a narrative through this modern, yet classic design. With four indentions at every quarter around the dial, each segment represents a progression, a movement forward—a nod toward Breda’s beginning of a new chapter within the company.

Breda Installment_1
Breda debuted its installation, The Visionaries, at a launch party for new watch line Phase.
  1. It’s more than a product.

The launch party lauded the beginning of Phase but also sparked an interest in and conversation surrounding Dallas’ creative community. With a crowd assembled, the studio debuted The Visionaries, a video installation featuring a group of local innovative creators each discussing their journey. From photography and video production to apparel design, this group of individuals highlight their craft. Rob Martinez, Dallas-based filmmaker, talks of his desire and ability to create emotion through his work using dramatic elements with an emphasis on the surreal. Born and raised in Dallas, former alt-rock musician-turned-artist Matthew Brinston plays with the use of color in his paintings, exploring value and contrast. Musician Brandon Blue, better known as Blue, the Misfit, pumps energy into the heart of Dallas with his upbeat tracks. Each has its own identity and every song its own dimension. Although the installation was a one-night event, a digital version will be on Breda’s website next week.

Emily Esleck is a D Magazine intern.

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