AVI-8
Prose & Interview: Nicholas Pascarella
Photography: Nicholas Pascarella, James Woodard, Nick Moore
Every now and then, a product or brand comes along that warrants closer inspection. And sometimes, upon closer inspection, rewarding intricacies are revealed. More often than not for us, that’s typically new camera equipment, but as aviation enthusiasts, keeping good time is important too. And for aviation enthusiasts that want to keep good time in style, AVI-8 Watches is a treasure trove. Their beautiful timepieces take notes from the most classic aircraft designs from history and incorporate them into the design. We wanted to know more about their operation and inspiration; going beyond the gears to find out what makes them tick.
AVI-8 Watches were kind enough to send Full Disc Aviation a few examples of their latest timepiece, the Hawker Hurricane Bader Chronograph Limited Edition. Having partnered with the Douglas Bader Foundation to create this unique timepiece, 10% of all profits will be donated to the DBF and their charitable efforts in advancing and promoting the physical, mental and spiritual well-being of amputees and the disabled.
Those unfamiliar with Sir Douglas Bader’s achievements as a double amputee are strongly encouraged to visit douglasbaderfoundation.com for more information on both his extraordinary life and the work of the Douglas Bader Foundation. AVI-8’s generosity did not stop there; CEO Vishal Tolani agreed to complete an interview for Full Disc, allowing us a glimpse behind the “steel” curtain (if you will) for a fascinating look into AVI-8’s operation and ethos.
***Special thanks to Chiara Greensill and Vishal Tolani.
Full Disc Aviation: AVI-8 watches was born in 2014, what was the inspiration behind building this company?
CEO Vishal Tolani: We’ve been a watch company for over 30 years, designing and manufacturing watches for a host of brands worldwide. In time we’ve wanted to express our own ideas, and building out our own brand with its own design code and DNA in a style of our own. We didn’t have a formal business plan but we wanted to really express narrating watch designs that drew from the inspirations that came readily from the world of military aviation.
Watchmaking, timekeeping has always been an important part of the development of aviation. There are many pilot style watches and they are pillar of design for many tool based watches, built to serve a utilitarian purpose.
With Avi-8 our goal was to dive deeper and have the plane and pilot as the true reference point for the outlook and style of the watch itself, something that perhaps was a little riskier, more challenging but more unique from a point of view in creating watch designs.
What are the overarching goals of AVI-8?
To build honest, affordable watches that people enjoy owning and wearing. We are trying to do more with every watch besides building out a timetelling instrument. Ideally, each watch is another chapter in the story of our brand, which peers behind the fascinating inspirations, adventures, men and machine that underwrite the history of military aviation.
What is your personal background with aviation, and how does that correspond with the inspiration for these watches?
To be honest, as a kid in the era of the Cold War, I was always intrigued and fascinated by the sheer form, technological prowess, the speed and power of fighter aircraft of the time. The Hawker Harrier for me was perhaps one of my most favourite things to behold. Its ability to vertically lift off and land seemed incredible and captured my imagination.
It’s in that wow factor and spending hours trying to draw out aircraft, and using those same lines and details - that we hopefully inject into our watches.
From the fonts, to the switches, markings, and the very lines of each plane, all of that is considered in every Avi-8 watch.
How big is the design team, and what is the process behind designing an aviation-inspired timepiece?
There are about 3 of us in the design team. In drawing out a new watch we brainstorm ideas, and normally pitch in with research we’ve all individually done. Most of it will now be a new riff on each of the aviation watch families we’ve developed.
In my own mind I have a back catalog of ideas, stories that we’d like to share through our watches. They’re all starting to come out, but along the way we’re also pulled in by fresh ideas, partnerships or suggestions that can manifest into a product quite quickly.
We’re quite nimble and as a manufacturing based company we do have the ability to pivot to new ideas quickly.
That must make it exciting work...I really like those subtle hints at the aviation inspiration, such as the altimeter-looking second hand dial. What are some of your favorite features on these watches?
I’m partial to the details that are really painful to execute. I think this really sets us out from other watch brands or indeed other brands that also draw some inspiration from aviation. Print design is an important part of imbibing details that really relay where a watch comes from. I hope we get recognized however for going a little further and more in-depth in that process. For example, designing and manufacturing custom rotors in the shape of Hurricanes or the turbine of a Harrier, or as you said custom moulding miniature altimeter shaped subdials. Manufacturing watches to incorporate these details at our price point is a challenge, but I think they really distinguish our efforts and also give our audience and watch fans something they can really behold and enjoy unlike anything else they may already own.
What is your goal, working with the Douglas Bader Foundation?
We wanted to first shed light on the Douglas Bader Foundation and the great work that they do. Of course, leaning in on the life and times of the man for whom the foundation was named was always going to be the impetus of any design collaboration. The watch we created hopefully does that. There are subtle design elements that relate directly to Bader’s life but do not detract from the watch being worn as an everyday timepiece. Our launch, communication of the watch and the dedication of 10% of all sales towards the foundation brings hopefully some awareness and funding to the amazing work done in Bader’s name by the DBF.
Absolutely, he’s a tremendous inspiration to many amputees and non-amputees alike for his perseverance against the odds… what does his legacy mean to you, and to the AVI-8 brand to spread his legacy while working with the Douglas Bader Foundation?
We’re incredibly honoured to be even a small part in helping to re-fire the Bader story to our audience of watch fans and collectors. The more we researched into the Bader backstory, the more incredible and inspiring an individual he emerges as. By no means was he perfect but so much of his life was truly remarkable.
In his name, the Douglas Bader Foundation is doing amazing work in helping the disabled lead ordinary lives and achieve extraordinary goals.
Bader’s Bus Company, which is the UK’s only disabled flight formation team, is a case in point of dismissing any doubts about the capabilities of the disabled.
The values, the principles held by Douglas Bader are embodied by what he managed to achieve during his life. Sheer resilience, dogged determination and a can do attitude are timelessly important qualities that are universally understood, sometimes forgotten but always worth remembering and celebrating.
Well said. What is your favorite AVI-8 watch at the moment, and for what reason?
At the moment, I am trial running one of our upcoming releases. It's a pretty special watch and is a new chapter for our brand looking at perhaps one of the most iconic aircraft of the past hundred years… ! Besides that, I own a Limited Edition Centenary Flyboy which we produced last year to commemorate the 100 year anniversary of the RAF.
What is your favorite aircraft and why?
Hawker Harrier. The first generation, in all its imperfect glory. As a child, any time I got a glimpse of one, I was transfixed. The Harrier looked like and moved like a spaceship. It was utterly the coolest thing ever.
It certainly does that! What would you want potential customers to know about AVI-8?
That we’re committed to making great, well made, affordable timepieces that hopefully are a little more than just instruments to tell time. At a moment when time telling is instantaneous and all around us, we hope to make wearable pieces of machinery that tell a story. By dipping our watches through the world of aviation, we hope to have created a unique and compelling range of watches. Those watches in turn we hope serve to inspire and bring delight to whomever wears them.
Absolutely! What is the next project for AVI-8?
Following the successful Bader Chronograph launch, we have another collection which pays tribute to the famed Eagle Squadron of American volunteers who served in the RAF, prior to the US joining World War 2. It’s a great piece that draws from another chapter in the field of military aviation, but also serves as a moment of heroism, valour and sacrifice.
