“Focussing on what matters now,” in large type is the very first thing you’ll see when visiting MATTERS. The retail brainchild of Micah Davis is meant to be more cerebral than utilitarian. He focuses on the influence objects can have on our habits and he’s selling an idea just as much as he’s selling his product, The Now Watch. Davis fills his work with quotes of gravitas like the following from Tolkien:
“ALL WE HAVE TO DECIDE IS WHAT TO DO WITH THE TIME GIVEN US.” – TOLKIEN
“When we give ourselves permission to stop trying to do it all, to stop saying yes to everyone, we can make our highest contribution towards the things that really matter. It’s this ability to choose that cannot be taken, or even given, away — it can only be forgotten,” says Davis.
You can tell by the imagery, the accessory is intended to live life with you while you go about your business, but to remind you of the most important thing the very moment you would normally anticipate what’s coming next- well, this very moment.
As Neil Postman has posited, “Beginning in the fourteenth century, the clock made us into time-keepers, and then time-savers, and now time-servers.” By replacing the hands and face with the word, “now” Davis has hijacked the slavedriver conception westerners have developed for timekeeping.
In his book, “Art and Physics” author Leonard Schlain attempts to introduce us to an alternative conception of time, “In the West most people believe the past is something we have left behind and cannot see unless we turn around, while the present is where we exist momentarily as we stride confidently facing forward into the future, in front of us.”
“But in a more accurate metaphor, the Chinese liken time to a river and human awareness to a man standing on its bank downstream. The future approaches him from behind and becomes the present only when it arrives alongside where he is standing and he is first conscious of it out of the corner of his eyes. Thus, before he can assimilate the present, it is past already.”
The brilliance of the ‘Now Watch”, however, is that is doesn’t require a new conception of time to appreciate. Its design demands your attention to the all encompassing now. I’m sure I’m not the only one who craves a more present now in our high speed, high tech society.
More from the MATTERS webpage, “So what if we lived each day like it matters? By design and not by default? With clarity on our yes’s and no’s? What might we accomplish with our one, precious life? Write it down. Make it clear. For if we live life like it matters, it will.”
“BEGINNING IN THE FOURTEENTH CENTURY, THE CLOCK MADE US INTO TIME-KEEPERS, AND THEN TIME-SAVERS, AND NOW TIME-SERVERS.”
“What matters now? That’s a question for philosophers & academics. For chin-stroking contemplation atop a mountain. But let’s not define it as too lofty or abstract. It is the most practical question you can ask yourself. And whether you realize it or not you answer this vital question c
“Your answer dictates your action. Marks your calendar. Directs your energy. Shapes your relationships. And defines who you are. Beyond being inspired, we were compelled to pursue this beautiful question. It stirred us as a thought to be lived. More questions followed. Questions like: What if we lived each day like it matters? What should we be saying ‘no’ to? How could we do less but better?”
“What ensued was remarkably simple. A time-less object centered on a renewed remembrance. Encouraging clarity, focus, and purpose, the Matters collection redeems the value of now. It provokes a life well-lived. Through distinctive design and noble materials, each object is considerately crafted for this mission.”
In an interview series for the launch of the product, MATTERS gathers the following from designer Kyle Steed, “I believe it’s important to give a little nod to the imperfections and, rather than cover them up, further embrace them.”