The Ish-Watch!

Being ‘fashionably late’ is probably inherent in our DNA. Whether we blame the menacing traffic, the maid who forgot to give us breakfast on time or that damn geyser which refused to heat the water – whatever may be our excuse, we are invariably late. Which is probably why, Hyphen’s quirky yet timeless timepieces are quickly becoming a rage.

From teenagers to office-goers, the Ish-watch is an accessory many would like to own. Hyphen, a design firm run by Prasanna Sankhé and Alok Nanda, was started almost a year ago. With an advertising background, Prasanna’s and Alok’s love for creativity made them jump on the design bandwagon and design products which would be a shift from the tried, tested and done-to-death designs. ‘We love design being implemented in every aspect of lives; our designs emerge out of cultural insights or genuine consumer-requirement gaps,’ shares Prasanna. So what prompted them to create the Ish-watch? ‘We have all been either victims or perpetrators of tardiness at some point or the other. In India, time has become an approximation rather than an exact value. I think that was our basic inspiration.’ So they added the ‘ish’ suffix to the numericals in the watch and slightly shifted the numericals from their traditional positions, and viola, the Ish-Watch was born!

Since its production, the Ish-watch has received a tremendous response, with folks calling in from within the country and outside with praises and requests. Currently, Hyphen’s hands are full with several orders piling in and four other major projects. The Ish-Watch’s timely arrival has certainly put this design firm on the map!_

The Ish-Watch is available at Filter, Kala Ghoda, Mumbai.
info@filtershop.in

By: Radhika Iyengar