Indian Stretchable Time

by Agnes s.

Indian Stretchable Time

Time indeed is a flexible commodity for many of us in India. There is an unsaid rule of sorts, a subtext that once understood adds clarity to interactions. This watch makes it explicit.

The product note states: In India, ‘fashionably late’ is safely replaced with ‘predictably late’. Cow blockades, politician escorts, and cratered roads, compound the problem and offer a valid excuse. So when you reach half-an-hour after the appointed time, you don’t explain yourself. You wait for the other person to arrive. Hence six was not six. Eight was not eight. It was ‘six-ish’ and ‘eight-ish’. Thus was born the ‘ish Watch’.