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By: Nadia Saccardo
Date: 6th May 08
Product: Accessories
Theft: Theft is likely
What:
Nooka watches
Where:
Order online from De De Ce+
When:
All the time
How much:
From $195
If you want to know the time there are two options - analogue or digital. Sundials look sweet but aren't that practical, and trying to chart the sun's axis makes for fried eyeballs.
In 1997, however, another mode of clocking time appeared. It all happened when designer Matthew Waldman was staring at a clock in a London hotel. We imagine it was the Savoy, or some other stately icon. There he stood, thinking, "Man, there are so few options for time display, I gotta create myself a new clock." So the man grabbed a napkin (the saviour of many a fleeting thought) and sketched out Nooka.
Nooka isn't about numbers, it's about intuition. As time passes, the visual mass on the left hand side increases, "giving weight to an ephemeral and abstract concept," (thank you Mr Waldman).
To be honest, we didn't realise that Nooka's time chart was that different at first, it was colour and design of the things that grabbed us. Analogue be gone! We're running on Nooka time now.