Silhouette International

Arnold and Klaus Schmied on Titan Minimal Art

1999 was an important year – not only for Silhouette but for millions of eyeglass wearers. It was the year when Titan Minimal Art was first presented, which has meanwhile become a classic among rimless eyewear. The eyewear world was overwhelmed by the success of this design, and the invention of Titan Minimal Art had a great impact both on the company and the Silhouette brand. This rimless frame design without compromise brought about the dawn of a new era.

Arnold and Klaus Schmied, second-generation owners and members of the Executive Board of Silhouette International, give their account of the success of Titan Minimal Art.

When asked about his personal relationship with Titan Minimal Art, Arnold Schmied, who calls seven or eight models of the classic design his own, becomes ecstatic. He loves playing with lens shapes and colours and tries out the many facets of Titan Minimal Art on his own face. “It feels magnificent when you can forget that you are wearing glasses”, says Arnold Schmied who decided that he also wanted Titan Minimal Art when he needed optical sunglasses.

Arnold and Klaus Schmied don’t think that there is a typical Titan Minimal Art wearer because “almost anyone needing glasses” can wear this classic rimless design. As members of the Executive Board, they are convinced that its colour, lens shape, and glass finishing leave nothing to be desired. The success of the eyewear is measured by the satisfaction of the customers. "The greatest success for us and for every single Titan Minimal Art is the comfort of each and every one of its wearers”, Arnold and Klaus Schmied rejoice. Together with their team, they are busy expanding their worldwide success of the past ten years.

The complete press release is in the Silhouette Mediabox and available for download.