The “ish” watch, also sometimes called “Indian stretchable Time” is a watch that makes a humorous comment on Indian scheduling.
Based on the idea that Indians often tend to be late due to a multitude of reasons ranging from political demonstrations, bad road conditions to simply herds of cattle blocking the way.
So there is a tendency to make appointments by adding ‘ish’ to the intended time, “I’ll meet you at 8 ish” for example.
As the packaging (which is very nice) says : “because in India time is not a science but an art”
So the watch displays no numerals but ‘3ish’, ‘6ish’ ‘9ish’ and ’12ish’ which have also been offset slightly.
The Ish Watch is being made by Mumbai-based ad and design agency Hyphen.
Hyphen’s Prasanna Sankhe says, “We took this life insight and added some dark humour to it to produce a great design opportunity.”
“We’re merely observing something that’s already part of our culture. We can’t deny it. Instead of getting offended, we ought to change it.”
Priced around $50 you can find more info on the Ish Watch at the brands Facebook page
Via afaq
