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Nooka Zub Watches for tech lovers

For some, luxury watches are more about style than function

For most of you, coming to Watches Worship is about getting the best news about the most amazing and accurate watches on the planet. For others, a watch is a chance to show your own sense of style and uniqueness. It seems that while the tried and true companies are settling back into tradition as the economy cools, other watch companies are going the complete opposite direction.

Nooka Zub Zayu Watch

Nooka Zub Zayu Watch

For some, having a watch is more a personal statement than a way to tell time or a show of opulence. In comes a company like Nooka that have created a wide array of watches like the Nooka ZUB ZAYU Digital Watch that look like you need to go to a few seminars in order to figure out their basic usage.

I know, some of you are thinking, “Blechh,” but for someone who loves technology and wants to show their own geek fashion, The Nooka Zub Zayu is a precious thing of beauty. ArtInfo explains the draw to recent incomprehensible watches:

What’s behind the unexpected (and counterintuitive) resilience? Take Nooka, a New York-based line of incomprehensible watches (we’ll talk about what sets it apart more later) that is growing both locally and abroad. It’s most popular with men, who make up 65 percent of its customers. That gender disparity is roughly the same across the industry, a fact that Nooka founder Matthew Waldman attributes to fashion — the true draw of the watch.

“Men have so few opportunities to have fun and accessorize,” he said. Watches offer men “an opportunity to dress up and play with fashion beyond a necktie or a T-shirt. Even if they are telling time with their cell phone, they still feel the need to express themselves.” A man can show that he’s wealthy with an expensive Rolex; or a “techno progressivist and a cutting edge thinker,” by wearing, say, one of his Nooka watches. And men, being as fond of gadgets as they are, seem to enjoy at least an air of utility. The watch kills two manly needs with one stone.

But this trend goes beyond just geek fashion watches, it’s a niche in the luxury watch market that is being filled by progressive designers who know that there are a ton of customers that might never consider wearing a watch unless it’s a conversation starter or a way to show their uniqueness.


Take the 2lmx watch for example. This is more like a steampunk watch for a mad scientist, but the market is craving watches like these and watch collectors as well as watch lovers simply melt when they see design at it’s most extreme.

The reality is that these companies are not only getting by, they are doing well. Keep an eye on these brands boys and girls. You will continue to get blown away.


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