At first glance, it's just a very elaborate belt buckle for men. Something that boys like, a gadget, with a mechanical look, with a name of a car series and a watch inspired mechanism. But at the end of the day, it's just to hold your pants! With style...
But, after feeling it in your hand and starting to learn how it works, one wonders: "why only now?..."
Roland received his bachelor of arts degree in Industrial Design (product and car interiors) in 1994 from The Art Center Europe, which was at the time, an annex of The Art Center in Pasadena. He made his career in the automotive industry, designing car interiors for major names such as Mercedes and BMW, although making projects in other areas.
It was while working in two of these projects, a belt and updating a watch brand design, that the idea of a revolutionary belt buckle was born. Iten started working on this project in 2001, but it wasn't until 2003 that he considered the product was ready to be launched in the market. This is how Roland Iten's product was born, a vision of "mechanical luxury for gentlemen", as stated in the product signature.
The unique and unmistakable Roland Iten Buckles are much more than a very elaborate and luxurious accessory. His industrial design background, and obvious passion for perfection, resulted in a perfect design piece, where the function translates in comfort, style, difference in a true concept of practical luxury.
"Hold the belt strap, slide it in, the mechanism finds the right hole for your waist size and you just have to lock it", explains Roland Iten, after leaving behind the shyness that characterizes him. "Even the four diamond strand has its function: it's a visual aid, when they appear, the buckle is in the relaxed position. If you have to sit in your car, and the belt gets too tight, you just flip the buckle and it adjusts itself right away. It's terribly simple! After a couple of times, you can do everything with your eyes closed!", he continues in a friendly way, in his brief passage through Lisbon, where he delivered himself, a set of his creations to a Portuguese client.
The same happens in the other products, the cufflinks (believe me, you won't ever have to ask for help to put them on again), that flips and turn from casual wear to formal wear (in a blink of an eye) by revealing the diamond strands; the Credit Card Dispenser that can be operated with one hand, or the Fou Lace that protects your shoe laces, and can turn the most boring shoe in a classy piece. "We're creating a new market, and at the same time, bring design and comfort to people of exquisite taste", states Roland, charmed by Portugal, the sun and warm climate: "I could work here!", reveals the creator, truly in love with the country.
Iten uses gold, titanium, steel and diamonds in its buckles. Each mechanism is limited to a hundred pieces, all numbered and delivered in a luxurious leather case. Prices can range between 15.000€ and 50.000€ for the complete set. Only one hundred pieces are made each year. Pure craftsmanship.
After this meeting, two certainties remain: that Roland Iten found a new market with a prospect of success ahead; and that this ingenious creator will return to Portugal (Roland Iten is represented in Portugal by the Premium Business Partner company).
Roland Iten had a glimpse of the future, he makes pieces with mnemonic design, capable of morphing to fit every occasion. As all that it is unique: these luxuries are just for some...

Alexandra Cotrim
(Read Portuguese version on "CHRONOS do tempo" #6)