The joy of not knowing the time

We’ve become very good at knowing the exact time. Down to the second. Down to the panic. 

But somewhere along the way, we lost the plot slightly. Time stopped being something we experienced, and became something we managed (aggressively).

What about doing the opposite for a while?

Not all the time, we’re not monsters. But occasionally, it's nice to not know exactly what time it is.. or at least not care that much.

Close enough is actually just perfect

There’s a certain freedom in approximation: “About three.”,  “Nearly lunchtime.”, "Definitely too early for this.”

It’s less precise, sure. But also less… stressful.

Watches weren’t always about hyper-accuracy. Some of them still aren’t. Some of them are quietly trying to remind you that maybe you don’t need to know the time down to the minute, just roughly where you are in the day.

And maybe that’s enough.

Doing nothing is more important than you think 

Take a perfectly useless afternoon.

It quite literally refuses to rush you. A laid back figure floats in a pool, doing absolutely nothing other than marking the hour with their outstretched leg, while a small duck drifts around marking the minutes.

The whole point is that time spent resting is still time well spent. A concept that feels suspiciously radical in 2026.

You could check the time… or you could just relax and lose track of it for a while.

Running late (on purpose) 

Then there’s Berry Late Again, which feels less like a watch and more like a nonchalant shrug.

It’s bright, playful and sweetly chaotic. The kind of design that implies time is flexible, and so are your arrival times (and some of the best things are worth waiting for, right?).

Being exactly on time is overrated. Being interesting is much better.

Time enjoyed is never time wasted 

Consider Mispoes!

A cat rolling around in the grass, fully committed to doing absolutely nothing (apart from sunbathing, sleeping and chasing a few mice).

And yet… not a single second of his time is wasted.

There’s something deeply reassuring about that. If you’re enjoying what you’re doing, even if that thing is lying in the sun or staring into space, it still counts. Maybe even more than the “productive” bits.

You’re not behind, you’re just… elsewhere 

Continuum takes a slightly different approach; bending time into something less linear and more fluid.

Because the truth is, most of us aren’t “on schedule” anyway. We’re just moving through things at our own pace, occasionally pretending we know what we’re doing.

Time isn’t always a straight line. Sometimes it loops. Sometimes it drifts. Sometimes it disappears entirely while you get lost in something you love: a show, a hobby, a conversation.

Arguably, those are the best bits.

Enjoy it while it’s happening 

Then there’s Enjoy the Ride… and the clue’s in the name.

A reminder that whatever you’re doing right now is the thing. Not the next thing. Not the better thing. Not the more productive thing.

Just… this. The glory of the present moment.

You can spend your whole life checking the time. Or you can occasionally forget to.

So what IS the time? 

Roughly now. Maybe a bit later than you thought. Maybe earlier than you feared. Either way, you’re here, which is a decent start.

You don’t need to know the exact minute, or optimise every second, and you definitely don’t need to panic.

Sometimes, the best way to spend your time… is to lose track of it completely.