It started off with him simply sketching ideas on a napkin, which he then tweaked and eventually patented. As stated on the company's website, "the linear and graphic representation of time with Nooka timepieces presents a more intuitive way to view time."
The visual mass increases as time passes, giving weight to an ephemeral and abstract concept. Once you're used to the new visual paradigm, you may never go back to standard analog and digital time displays for your wrist". The brand was originally licensed to Seiko where it experienced tremendous success. Nooka Inc. is now going back to its roots, focusing on Matthew Waldman's original vision for the innovative brand.
Nooka was founded by Matthew Waldman, after it struck him how few options there were for time display.
Kanye West in a Nooka watch
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