Labeg Introduces No Identity: Artist’s Cardboard Creations Turned into Wearable Watches
Labeg’s new brand No Identity translates the artist’s distinctive cardboard watch recreations into functional timepieces, merging fine art, street culture, and traditional watchmaking. Co‑founder and creative director Gabriel Lau, known as Labeg, brings his hand‑drawn aesthetic and playful typography to metal watches that retain the whimsical, slightly askew designs of his earlier cardboard models while offering reliable movement and modern materials. The inaugural collections, including the Octonoid, Noidilus, Cuboid, and Aquanoid, feature a range of sizes, finishes, and colorful dials, with prices between $630 and $680, making avant‑garde watch art accessible without extravagant expense. Collaborations with established brands such as Casio and Triplet further expand the brand’s reach, while Lau’s full‑time commitment to No Identity signals a dedicated effort to disrupt the seriousness of the watch industry through artistic expression.
Buying Time Analysis: This story highlights how No Identity transforms artist Gabriel Lau’s cardboard watch art into affordable, wearable timepieces, disrupting traditional watchmaking by merging fine art, street culture, and accessible design.
