IN MIND — I INVENTED IT BECAUSE I UNDERSTOOD THE NATURE OF TIME

Here I don't show products. Here I show why I started it all. Everything on this page is united by one idea: time is living matter.

People don't live in time — time lives in people

TIME LIVES IN A HUMAN BEING — I INVENTED IT BECAUSE I FELT IT

I invented it because I once understood that I am not “located” in time. Time is within me. It doesn't flow from outside — it pulses inside. The clock on the wall measures nothing. It only agrees on numbers. Real time is what happens inside a person when they make a decision, when they wait, when they lose, when they find. I invented it because time is not what I spend. It is what I am.

The ergonomics of time — I invented it because a minute is not a constant

I invented it because I observed: why are some people always late while others are always on time? The answer is not discipline. It is that a minute is not a fixed quantity. You can put a different amount of life into it. I “cut” the conventional hour for my employees — and found that the inner sense of time starts to outpace any deadline. I invented it because time can be tuned, like an instrument.

A painter at an easel painting a watch dial

Time is the third hand

TIME IS THE THIRD HAND — I INVENTED IT BECAUSE TIME IS SUMMED UP BY SUBTRACTION

I invented it because I understood that time is divided into feelings, valued by values and measured by achievements. I stress the importance of subtraction, not accumulation: “Time is summed up only by subtraction.” I am against half-measures. The boundaries we set for ourselves are an illusion. In my designs I use a reverse hand movement: time does not increase, it decreases, making us value every moment. I invented it because the value of time grows as it becomes less.

We don't sell trends

NOW MAKER — I INVENTED IT BECAUSE I DON'T WANT TO BE EITHER PAST OR FUTURE

I invented it because I don't want to take part in the standoff between old and new. I call myself a Now Maker — a person who puts soul into every creation. Not a keeper of the past. Not a seer of the future. A creator of the present. I invented it because only now can something be done.

The only wall that separates us from the world is the wall of time