Here’s a fact: no-one with a wristwatch actually uses it to tell the time. Most people will reach for their mobile, or check their iPad, or their laptop, or whatever else is on hand before thinking to look down at their wrist, release it’s only 4:35pm, and probably a little early to crack open the first beer.
Wristwatches these days are little more than fashion accessories. Nooka understand this. Company founder Matthew Waldman understood it all the way back in 1997 when he sketched out a series of ridiculous watch designs and had them patented. By the time he launched his company in 2005 the rest of the world had finally caught up.
Five years on, Nooka have
six seven watch designs and are doing rather well, thank you. They’ve just released the Zub Zirc No. 20 and, breaking with company tradition, you can actually read the time on this one fairly easily. A circle of 12 dots represents the hours while a horizontal LCD strip fills up every 60 minutes. Simple – but you’re still not going to use it to tell the time.
You can order the Zub Zirc No. 20
direct from Nooka. It will cost you approximately $130.
FYI: Wristwatches made their commercial debut during World War I. Back then they were called trench-watches and they were handed out to soldiers so they could keep time while getting shot to pieces charging enemy machine guns.