Written by: Catherine Wolinski

The future of timepieces is here. Nooka Inc., a New York design company most known for its innovative wristwatches, has recently introduced its newest addition to the Zub family.

The original Zub watch for Nooka Nootrals

The Nooka brand, though not well known or sold in major stores, has received considerable attention since its creation in Dec. 2004.  With its first client as the Museum of Modern Art in New York, and current collaboration with companies like Nickelodeon, MTV, and the counter-culture toy store, KidRobot, the brand’s unique approach to timepieces in particular has caught the attention of artists, rappers, and everyday watch fans.

Structured around Nooka’s guiding principles that combine functionality with a futuristic philosophy, the Zub collection follows the company’s creative strategy with its simple appearance.  Also referred to as the “Nooka Nootrals,” the new product employs neutral colors and

Nooka's New Zub 40

monochromatic schemes said to promote the brand values of customizable mood and style. The newest piece, the Zub 40, takes this founding idea to the next level by introducing four color schemes and interchangeable bands.

“I thought if one has to be taught how to tell time, how intuitive is it really?  Surely there are other models, once learned, that can be as intuitive as what we are taught,” says chief designer and founder, Matthew Waldman.

Waldman instills a core set of values in his brand: Universal communication, passion, interaction, purpose, inspiration, and most prominently, futurism.  The products—which also include accessories such as belts and wallets—follow this “Nookafesto” which necessitates every product be a physical manifestation of an idea that surpasses ordinary expectations of everyday objects.

“Nooka changes how we experience technology by placing it in new contexts,” the manifesto states. “The futurist believes that this process always results in progress. Nooka is a futurist brand.”

With a concept that was born in London, first produced in Japan, and is now headquartered in New York City with an office in Tokyo, the Nooka fashion design company has built upon Waldman’s initial theory by creating an eclectic universe of conceptual products that are both pleasing to the eye and enlightening to the mind. Whether you’re looking for a new way to look at time, or are just in need of a new watch, the future is clear—visit Nooka’s website to pick out an accessory that breaches the concept of time as we know it.