What is NOOKA?

Nooka is the brainchild of artist and designer, Matthew Waldman. In 1997, Matthew had a flash-back to a first grade math class while staring at a large wall clock in a London hotel and was struck by how few options there were for time display. He then sketched his ideas for potential designs on a napkin and brought them back to New York. After working on the designs, he submitted them to his legal team, and indeed, they were unique enough to patent!

The linear and graphic representation of time with Nooka timepieces presents a more intuitive way to view time. The visual mass increases as time passes, giving weight to an ephemeral and abstract concept – creating a universal visual language.

Rather than just style the appearance of an object, Nooka’s reconceptualization is based on analytic and artistic underpinnings that incorporate trends in fashion and science. The approach is beyond any material product – it is a concept, a method, a mindstyleTM.

Beyond international style, the search for a universal language is the common theme that all nooka products are conceptually based, whether a timepiece, fashion, or something unexpected. look for more from Nooka in 2009!

Nooka Inc. is based in New York City with an office in Tokyo Japan.

New spring collection

Matthew Waldman is a creative director with over 20 years experience crafting corporate identities and design systems for a wide array of clients. His graphic design studio, Berrymatch, creates award winning videos and web work for clients in the U.S., Japan, and the UK. Matthew is also an artist and educator instructing at the Parsons School of Design and the New School University in New York City and producing the Fairy Labor Union art collection that can be viewed in fine art galleries around the world.

Now, with Nooka Inc., he turns his talents to develop groundbreaking products – starting with the world reknown Nooka timepieces.

More than meets the eye..Nooka I love dust.

Check out for more info, more watches and more design.


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