We're all so dang busy. That's what we tell ourselves, anyway. That's what we say to our friends when they ask how we've been.
"Good," we say. "Busy!"
We say it proudly as if to brandish our exhaustion like it's a competition to see who's the most overworked. We hardly allow ourselves enough time for the important stuff anymore—things like family and friends, leisure and hobbies, arts, or fun. Remember fun?
Have you ever found yourself lost in the flow state? That sense of being so hypnotizing you lose all perception to the act of making? Nothing matters in the flow state, not time, not work, and especially not your phone.
We're continually barraged by texts and emails, app notifications, news updates and social media. All it takes is one glance at a screen and whoosh! You're mentally dragged out of the room. It's a daunting lifestyle.
Now obviously, we know that making watches doesn't actually make more time. In fact, for us, the opposite is true. But running this company has taught us that life is to be lived, not watched on a screen. Over the years, we've learned that time is not to be conquered, and trying to do so is a fool's errand.
If you can't beat it, the best you can do is to ignore it.
So that's our mission statement. We started this company to encourage people to disconnect here and there. To make art. To prioritize the important stuff. To forget time.
"I give it to you not that you may remember time, but that you might forget it now and then for a moment and not spend all your breath trying to conquer it. Because no battle is ever won. They are not even fought. The field only reveals to man his own folly and despair, and victory is an illusion of philosophers and fools."