Telling time is about more than numbers, it’s about the relationship between now and then.
The New Projects Till Watch explores this relationship - so it’s not just 9:50, it’s “Ten Till Ten.” It’s not merely 12:30, it’s “Half past Twelve.”
Yet the words we use to tell time have rarely been reflected on a watch. In our digital age, this useful language is starting to disappear.
Digital watches change the way we view time - presenting it as linear rather than cyclical - distancing us from the very nature of time, which, like the earth’s trip around the sun, is repeated every day.
So don’t just read the time, tell it.
The variations of time-telling on the Projects Till Watch