Creating timepieces that stand out is almost an irony if your design aesthetic is minimalism and yet, South Lane has successfully merged the two. A Scandinavian brand founded by Filip Bjernebo, his inspiration comes from fashion, architecture and cultural trends.

South Lane’s ethos is clean, accentuated with creative features that only the style conscious will understand. The design of the Avant watches is Nordic aesthetics meets modern art where inspired works by the likes of Warhol and Pollock find their way onto the instruments.

Bjernebo’s environment also inspires him – the chicness of Parisian architecture, the vibrant NYC fashion and its grittiness, and the vintage vibe of the Sodermalm district. It was the move to East London that inspired the Avant collection.

Comprising of 10 styles and built with Swiss craftsmanship, the brand uses premium Italian leather as a point of luxury and hand-scratched features to redefine the modern watch. The Avant collection features 38mm matte stainless steel dials and while the end result is one of clean aesthetic, the watches nod to the avant garde.

Three exclusive styles have also been produced for high fashion store, Luisaviaroma  with new calf, suede and ostrich swatch patterns, silver colouring and a removable leather patch that changes the look of the strap.

Sometimes, a simple move can bring new concepts to a brand’s ethos and in this case, the Shoreditch’s bustling, urban scene has presented South Lane’s most exciting and edgy range to date.