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The ‘Ish’ Watch

March 15, 2012 | 20 Comments

Designed by Hyphen | Country: India

“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.

We used this life insight, and added some dark humour to it.

We simply added a suffix to time periods. And moved the numerals from their classic perpendicular positions, tilting them to an approximate point on the dial. Hence six was not six. Eight was not eight. It was ‘six-ish’ and ‘eight-ish’. Thus was born the ‘ish Watch’.

The audience instantly connected with the watch, as it reminded them of the times they had been either the victim or culprit of tardiness. However, as a ‘non-punctual’ attitude is almost part of the Indian ethos, they bought into the idea and the watch, without delay.”


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20 Responses to “The ‘Ish’ Watch”

  1. Malerie
    March 16th, 2012 @ 9:50 am

    Where can I purchase one?

  2. Luke
    March 16th, 2012 @ 5:30 pm

    Where can I buy one of the ‘ish’ watches?

  3. Morgan
    March 17th, 2012 @ 7:32 pm

    Where can I buy this??

  4. kaptensparv
    March 23rd, 2012 @ 5:46 am

    I would definitely buy this

  5. Selektor
    March 23rd, 2012 @ 8:28 am

    Saw this on PoW, a link to the store would be of great help! Or post where this watch can be purchased.

    Great job!

  6. Cathy
    March 25th, 2012 @ 6:56 pm

    I llke this watch!! price??

  7. Bobby Mathew
    March 27th, 2012 @ 7:53 am


    Where can I purchase this watch.

    Bobby Mathew

  8. Ernie vernengo
    March 27th, 2012 @ 10:58 am

    How do I go about purchasing this watch?
    Also, what are the specs, mm, are there any other strap colors?

  9. alex
    March 27th, 2012 @ 12:59 pm

    where can i buy this watch????

  10. Jill Levy
    March 29th, 2012 @ 12:13 pm

    what is the cost? How/where do you purchase this watch, I LOVE IT!!!

  11. Kelso
    March 31st, 2012 @ 3:21 am

    How can I purchase one of this “ish watch”?

  12. Mack
    March 31st, 2012 @ 8:35 pm

    Where can i purchase it, is there any design ? What does it cost ?

  13. Eric
    April 5th, 2012 @ 9:35 am

    Ok this isn’t funny anymore.. where can anyone purchase this watch? My interest is starting to decrease as times goes on.

  14. Carla
    April 22nd, 2012 @ 5:52 pm

    Apparently these were designed for Filter, an indian store, but since the store doesn’t seem to have an online shop yet on their main page, they are selling them here , on their facebook page.

  15. sunita kumar
    April 23rd, 2012 @ 10:24 pm

    how do i order this watch

  16. Prasanna Sankhe
    June 4th, 2012 @ 10:28 pm

    The watch can be shipped to you if you just drop in a one line email to and state your country and how many you need. They will guide you on the next steps.

  17. HyunJu Kim
    June 15th, 2012 @ 6:03 am

    I need one ish watch. How much is it? I am in New York, United States.

  18. Ana
    July 16th, 2012 @ 10:28 pm

    Love the concept.

  19. Suzy
    January 2nd, 2013 @ 6:21 pm

    I found out about the watch on FaceBook (really!), so I bought one. It arrived in time for Christmas. Nice looking, well finished. A really lovely thing… highly recommended!

  20. ankit
    June 30th, 2014 @ 11:24 am

    I loved the concept and saw it at “Filter” a shop in fort, mumbai.
    but the finishing of bezel, the leather and detailing was disappointing.

    also there was no warranty on it, seeme like a random idea executed hurriedly.

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