In 2006, product designer Ross McBride created Normal as a venue to express his own aesthetic, and thoughts on design. Raised in the United States, and living his entire adult life in Japan, Ross has been greatly influenced by pioneering mid-century American design, as well as the Japanese sense of minimalism, and craftsmanship.
Ross believes that the products we choose for ourselves, particularly the ones we carry with us throughout the day, are extensions of us. They should act to reenforce our persona, not distract from it. Therefore, as policy, our identity never appears on the watch, or clock face, so that our brand never competes with your brand. Our products are created for those who appreciate such subtlety, and have a quiet confidence in their own design sensibilities.