Caught my eye > Indian Stretchable Time

25Feb12

This one made me laugh out loud. Time indeed is a flexible commodity for many of us in India. There is an unsaid rule of sorts, a subtext that once understood adds clarity to interactions. This watch makes it explicit.

The product note states: In India, ‘fashionably late’ is safely replaced with ‘predictably late’. Cow blockades, politician escorts, and cratered roads, compound the problem and offer a valid excuse. So when you reach half-an-hour after the appointed time, you don’t explain yourself. You wait for the other person to arrive. We used this life insight, and added some dark humour to it. We simply added a suffix to time periods. And moved the numerals from their classic perpendicular positions, tilting them to an approximate point on the dial. Hence six was not six. Eight was not eight. It was ‘six-ish’ and ‘eight-ish’. Thus was born the ‘ish Watch’.

A closer look left me with a thought – the shifting of the numerals, the addition of the suffix ‘ish’, the slant of the suffix – it feels like many elements trying to say the same thing. For me, any one of them, used by itself, would have done the job. Having said that, the concept brings to life a quirky aspect of life in India and is charming for having done that.

> Designed by HYPHEN brands run by Prassana Sankhe and Alok Nanda. Available at Filter, Kala Ghoda, Mumbai. Mail info@filtershop.in for details.

Credits:
Design firm: HYPHEN
Creative Director: Prasanna Sankhe
Designer: Prasanna Sankhe
Writer: Cyrus Daruwala
Photographer: Ashish Vaidya
Music: Ferzad Variyava
Producer: Fabian Fernandes
Editor: Basu
Fabricator: Suresh
Agency coordinator: Jennifer Fernandes

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14 Responses to “Caught my eye > Indian Stretchable Time”

  1. Oh my goodness! Incredible article dude! Thank you, However I am having troubles with your RSS.
    I don’t understand why I can’t subscribe to it. Is there anybody having
    similar RSS problems? Anyone who knows the solution can you kindly respond?
    Thanx!!

  2. Just bought one!..love it! …I was also very impressed with all your other products.

  3. Interesting firm name, caught my eye :))

  4. Great watch! Could use the same concept in Brussels quite frankly…

  5. Love it! Want one!!

  6. 6 Prasanna sankhe

    Drop in an email to info@filtershop.in

  7. 7 Upkaran gupta

    How do I get 1on my wrist???

  8. Love this! I think France needs one of these too. And so too, Italy and Spain…

  9. 9 Zushk

    awesome watch!!! sooo want to gift it to some of my friends :-P


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