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Now that we’re all carrying clocks in our pockets, the future of the watch is uncertain. Vintage models are still unimpeachably cool, but anything designed closer to the present is playing to a pretty tough crowd.

If you’re Nooka, apparently the answer is to ditch the old “knowing what time it is” paradigm entirely. There’s a number, there’s a gauge, and for some reason, there are even dots, but anyone glancing at their wrist on the way to a breakfast date is going to be in for some confusion. Hopefully they’ve got a cell phone handy…

—R.B.

CONTRIBUTORS

  • Russell Brandom