Maison Tellus: A new visual identity that draws on Art Deco heritage to write the future

Maison Tellus, a Swiss watchmaking house in full revival, today announces a major evolution of its visual identity. This change is not merely cosmetic: it is a reaffirmation of its DNA and a desire to strengthen its place in the future while honoring its rich past. We interviewed the brand’s leadership to understand this decision and the ambitions it carries for the watchmaking house.

A Return to the Roots, to Better Move Forward

When the current team took over Maison Tellus, the brand - rich in heritage and known for its bold creations - seemed to hold tremendous potential for the future. However, it was essential to find a way to reconcile the house’s history, deeply rooted in the 1920s, with the innovative energy of its new collections.

“We were captivated by the story of the house, but also by its contemporary designs. We needed to bridge the gap between its glorious past and the brand’s dynamic present to better prepare for the future,” explains Nuno de Ayala. The challenge was significant: to avoid falling into excessive nostalgia while staying true to the solid foundations that built Tellus’s success.

Art Deco, the Guiding Thread of Tellus’s Identity

As the team delved into the brand’s archives, it quickly became clear that the DNA of Maison Tellus lay in its bold designs, deeply influenced by the Art Deco movement. This visual imprint, paired with a commitment to quality and innovation, remains a central element of the house today.

A striking example of this fusion between past and present is the iconic Tellus pentagon. A symbol of the brand since 1926, the pentagon is inseparable from the image of Maison Tellus. During the logo redesign, the designers took time to meticulously analyze the original to understand its perfect proportions and its relationship to the design language of the era. “We quickly realized its perfection,” shares Claire de Ayala. Despite a few typographic adjustments to modernize it, the original shape was preserved—along with its Art Deco heritage.

Reinterpreting Without Betraying

“Revisiting it was a necessary homage to our roots, but also a way to reinterpret it so it speaks to current and future generations,” the brand’s leaders add. This approach reflects Maison Tellus’s desire to remain true to its founding identity while making it more contemporary and aligned with the expectations of today’s audience.

So, does this evolution mark a turning point for the house? According to Maison Tellus’s leadership, it’s not a radical shift, but rather a confident return to what has made the house successful. “The ambition is to strengthen the brand’s appeal and continue to innovate, while staying true to our core values,” they explain. The goal is to uphold Maison Tellus’s reputation as a creator of exceptional, timeless, yet resolutely modern timepieces.

A Signature for the Future

Through this new visual identity, Maison Tellus reaffirms its ambition to shape the future. Nuno de Ayala emphasizes: “We want our creations to be instantly recognizable, for every Tellus watch to embody a refined taste for beauty and the values we hold dear.”

With this new visual signature, the brand looks decisively toward the future—always supported by the strength of its heritage. “We’re extremely excited about this new chapter and hope this new identity will resonate with our customers,” they conclude.

The upcoming creations from Maison Tellus will proudly carry this renewed identity. A bright future appears to be on the horizon for this house, which, after nearly a century of history, continues to shine with boldness and refinement.