One of my many obsessions is a well designed watch. People that know me personally know that I always have a “weird” watch strapped to my arm. There are a few qualities I look for in a well designed watch. For one it has to have a minimal design and two, the way the time is displayed has to be unique. Nooka creates watches that exhibit both qualities, and exceptionally I might add.

For those not familiar, Nooka was founded by artist and designer, Matthew Waldman, to create a more intuitive way to view time through linear and graphic representations. A company that makes well designed products that work and make sense. Nooka is one of my favorite product companies, right behind Apple, because of their aesthetics and innovation. They just get it.

I personally own a Zub Zenv sg 38 in black. I absolutely love it. Most of the watch is made of a soft, breathable plastic that is extremely comfortable. The new time display takes a few hours to get use to, but once you do you’ll realize that it makes much more sense.

The watch above is the Zub ZenH in Fire Engine Red, which will be available at the end of February. You can pre-order it for $130.

And no, this isn’t paid advertisement. I just love the damn company.