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. With No-time watch time
So, this is sort of what I had in mind when I suggested that the time has come for watches that don’t tell time. This is not a bracelet. It’s clearly a watch. Or rather, it is something that uses the watch form, to be a not-watch.
I’m personally not drawn to the gimmick of the giant word “NOW,” which strikes me as ham-handed design at best. Really, how many times could you wear this $50 item? It’s more of a gag than idea. (I’m also not a fan of these Hercules-style watchband that certain phad-leaders seem to favor these days, but that’s another story.) Even something like “TOO LATE” would have been funnier — or more my taste, anyway.
Still, it’s a start, and it’s making use of the watch face for a graphic idea, not the old and mundane business of hours, minutes and seconds, which none of us have time for anymore. That’s what I’ll say in favor of this item: It’s very now.
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Kim Fellner's book 
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Reader Comments
I agree…..but the “now” watch is, at the very least, a little clever.
The fact that you suggest “too late” would have been more clever than “now” shows you gave it a few seconds of thought.
Stupid and mindless product no doubt, but someone thought of it and probably sold more than a few of these things to dorks out there. Who ever said products needed to fulfill a real need or be meaningful.