There are so many cluttered ways to portray simple ideas. We wanted to create a design that would solve the problem: one simple way of telling people what time it is to do ____.

We were particularly inspired by the “Keep Calm and Carry On” posters, whose minimalist aesthetic and strong maxim make them easily recognizable in a variety of contexts.

Our watch design is a similar template, with freedom for people to customize the image featured on the face and the label in the corner. The distinct look and feel of the watch, combined with its simplicity, creates an image that is malleable and still iconic. The design can be used for sending invitations to an event, as a Facebook status, or as a decorative poster.

What time is it? Any time!