Meet Nunc, the Swedish company that sells watches that don't work because 'time is now'


Time … it's like a flat circle, you know, man?
Or, if you're the glorified-bracelet company Nunc, time is more like a really expensive Italian marble stone shaped like a blank watch face. As the Swedish company explained to one understandably confused Facebook user who made the mistake of pointing out that a watch that doesn't work is just a bracelet, "Nunc is more than a product, it represents a philosophy and a way of life. And for some time we struggled: Should we call it a watch or a timepiece? It clearly doesn't tell the time."
No, it clearly doesn't, but for 160 euro (about $188), it will aggressively remind you that "time is now, and we should make the most of it" by otherwise being totally unhelpful and impractical:
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Rose Nero • 2018 • Nunc "Wherever you go, there you are” - Jon Kabat-Zinn Stay present. Time is now Nunclife.com • #nunc #nunclife #now #timeisnowA post shared by Nunc (@nunclife) on Mar 21, 2018 at 1:31am PDT
The whole thing seems almost a little too millennial to be true; there is even a "literature & philosophy" page that discusses sophomore-year-of-college philosophy topics like "carpe diem" and "moment mori," and a "spirituality" page that is "coming soon." Go on your own "deep personal journey" to "find meaning and purpose" on Nunc's website here.
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Jeva Lange was the executive editor at TheWeek.com. She formerly served as The Week's deputy editor and culture critic. She is also a contributor to Screen Slate, and her writing has appeared in The New York Daily News, The Awl, Vice, and Gothamist, among other publications. Jeva lives in New York City. Follow her on Twitter.
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