#003 -Colour Me Fashion | Design | Q&A | Style

Nooka, a New-York based fashion accessories company has been the subject of much attention lately and we at Happyesque are some of those watching with much interest. When given the opportunity to speak to Matthew Waldman, founder of Nooka, we jumped at it, eager to find out more behind about those uber-cool designer watches. The story goes that the Nooka concept was based on a more intuitive way of telling time and conceived while looking at a clock in London on a trip in 1997 which led to Matthew asking himself if there was a more intuitive way to tell time. You know what comes up next.

If you have no idea how cool these watches are, you’ll be a convert by the end of this article. Of course you could jump to their main website or Waldman’s blog for all things Nooka to see it all. Meanwhile, here’s our conversation with him as we get to know Nooka better.

Happyesque (H) : Let’s start simple. What kind of message or culture does Nooka embody?

Matthew Waldman (M): It is really an optimism for the future. A lot of times, I find a problem when we start using the word like ‘futurism’. People start thinking that it is very geeky or gadgety. I feel that the future should be exciting, sexy and good-looking. I disagree with the fact that people see fashion and technology as two separate things.  I believe that if we join those two together, it’s sexy, just like an iPhone! Nooka is really about fashion forward!

H: What made you want to design watches?

M: Initially, I never actually set out to design watches. Nooka is just one result of an internal and ongoing experiment I have about the nature of intuitive design mixed with my questioning of accepted norms.

H: In 2002, you had just parted ways with Seiko and were about to launch a limited edition Nooka despite some skepticism from some of the people around you. Looking back, how do you feel about your journey so far?

M: It’s been very exciting! I feel very vindicated that we managed to go this far. I believe that there are a lot of people out there who are seeking for forward language. If you look at other design companies, a lot of their designs are very nostalgic. I really believe that there are people out there who want something related to the future.

H: How do you maintain the uniqueness of each Nooka watch?

M: Coming up with new materials each year and abiding by the rule that watches are about universal communication.

H: I realize that square is a dominant design motif in Nooka’s watches. Is there a particular reason why you opt for this shape?

M: I feel that the square suits the shape of the arm. It gives a very tactile experience- it allows me to play with the sides. I think that the digital interfaces we have suits the square layout. Eventually, we may come out with a watch that is not square in shape.

H: Which is your favourite Nooka timepiece?

M: The Nooka ZAZ. It features a completely translucent display that allows the wearer’s own skin tone to show through. The time is marked with a display similar to the ZenV Style, with blocks appearing on the transparent screen.

H: Nooka is known for its watches. Now, what made you venture into fragrance?

M: Nooka was perceived as a watch company, which is completely understandable since that’s probably the easiest way to describe the first product line. But to me and those who understood the brand, Nooka has always been about universal language, communication and futurism. I wanted to create something that expressed my ideals and there you have it, the Nooka fragrance.

The fragrance is not “unisex”. There is no “unisex” with people.We are men, or we are women. So, I’d say that the fragrance is for men if you are male, and it is for women if you are female.

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