Everybody knows what Nokia is,the brand and the products. But have you heard of Nooka?

Nooka is a fashion accessories brand based in New York City with an office in Tokyo. The company was founded by Matthew Waldman. As of 2008, they designed and produce 7 styles of watches.

The Concept

The Nooka concept is based on a more intuitive way of telling time. Conceived while looking at a clock in London on a trip in 1997, Matthew asked himself if there was a more intuitive way to tell time. Thinking back to when he was in a grade one math class he wondered why time had to be taught – and why the options for time display were so limited. Taking a pen to a napkin he sketched 5 concepts that represented time in a linear and graphic manner. He drew time by giving it mass as it went forward and in turn creating an intuitive way to represent an abstract concept. Of the original 5 sketches, the zot, the zen, and the zoo.

Nooka protects their designs with U.S. and international patents and trademark registrations.

ZOO: The hours are displayed in a large window, and the minutes by horizontal bars.

ZOT: The hours are displayed as dots, and minutes by horizontal bars

ZEN: The hours and minutes are both displayed by either horizontal or vertical bars.

See how creative thing can be, this is truly a concept which think out of the box in wrist watch design.

If you are thinking to get one, do drop by at this hippy outlet in Bangsar Village-the latest streetwear concept store, H5!

H5-the concept store

The full range of Nooka watches

H5 brings the most hip and innovative brands of wrist gadgets and streetwear. A varied range of wrist gadgets, sneakers and even toys, H5 is a place where technology allies with design.

The store simply projects simplicity with modern minimalism. Everything is intentionally kept simple and bare allow the products to do all the talking. Interesting brands like Nooka, FeiYue (an underground sneaker label from Shanghai), Noon Copenhagen, LIP from France, Alive Tokyo and of course, the ever-perennial favourite Philippe Starck are just the few waiting to be explored.

I visited this store recently and one brand that got my attention is LIP’s watches:

LP's Mach 2000 series

This Mach 2000 series was conceived by Roger Tallon, the designer of the TGV high-speed train.

The watch gives a solid feel when holding it

And the price is RM1.7 k plus:

So head down to H5 and see what may just enlighten and excite you. Reading the time is no longer a boring routine with these brands……