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It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.

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I Just Don’t See The Time 5:17 AM

Let’s call this a Swiss Watchmaker’s worst nightmare, a clock where you can barely see the time. We are so caught up in our own time-warps that we rarely get an excuse to pause and ponder. The Soft Clock here is best described as “an incessantly twisting art-object than a proper instrument for time measurement.” For those who want constant reminders of the persistent tick-tok, get a real clock. Let this Soft one be for us dreamers……

Designer: Egor Myznik

On the flip side, for those of us who need to live by precise timings, check out these timeless beauties!

Digilog by Masayoshi Suzuki of Pinto

Ora illegal by Denis Guidone

Silence Alarm Clock by Johan Brengesjo

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