Every day is a watch. It works to a rhythm, much like we do. Wake up, wash, eat, explore, eat, wash, sleep. The schedule of such events might not run at the same minute each day, but regardless, we perform each activity to the soundtrack of tick tock, tick tock.
Fashion theorist, Avery Trufelman writes, “fashion is predicated on fantasy. That a set of clothes will make you go to the gym, or look desirable or responsible or wealthy.” Much is the case with a watch that rests on your nightstand, waiting to be loved again as the morning creeps in. To rise and fasten it to your wrist shows a willingness to accept the adventure of what lies ahead: to fold back the duvet, emerge from the bed and embrace the euphoria that comes with the non-event of another day.
Perhaps it’s odd to give such power to the menial on a quiet Tuesday or a rainy Sunday where nothing out of the ordinary happens, but the everyday is the blueprint for our identities, our existence, and we share one companion through it all: time. While our twenty-four hours a day, seven days a week, can lead us to directions unknown, both through joy and pain, time remains our constant servant, a companion who will never retire from duty.
Time is something that confuses our senses (we see colours, feel textures and hear sounds), and while we are yet to comprehend what time tastes or smells like, we have the joy of witnessing time go by on the most beautiful artefacts, tailored to every inch of our personal style: a watch. Measuring the fabric of our everyday lives, a watch is designed to experience every moment with you. It’s as faithful as the spectacles you place on your face to rid the blur, the brush that wrestles through the chaos of your hair to free every strand, the water you sip to hydrate your soul. A watch gives meaning to each day, to know that you can look to the ally on your arm and be assured that, through it all, there’s always time.
