So if we accept that Ive is the sucessor to Jobs with the title of design-obsessive-in-chief, then looking at his own choices in wrist wear becomes relevant.

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Team principal Ross Brawn led a rescue package to buy out the team and continue work on Honda's 2009 car design -- the car would help Button win the world drivers' title and the constructors' championship for Brawn GP that season.

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Based on the title, Designing for Emotion could have been just another collection of pretty design samples embroidered with squishy commentary.

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With our new title we are determined to be not just UK leaders, but world leaders in art, design and media education.

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