“We are emotionally connected to our watches."

We are emotionally connected to our watches. Attractive shop windows contain watches, clothes, jewels or cars – not mobile phones or PCs.

Watches are ornamental. We wear them not just as information devices, but as part of our wardrobe and jewellery box.

Watches are traditional. Classic designs are cherished, and most users don’t want to stray far from traditional appearances.

Watches own time. You can find out the time from your mobile phone, but if you have a mobile phone and a watch, you’ll prefer to use the watch. Whatever else a watch tells you, it should tell you the time.

“Watches own time."

Watches must be easy to understand. You glance at your wristwatch. It must be readable in a microsecond.

Watches are for frequent access. Your wrist is your most accessible data source, your first point of contact with technology.

Watches are not for drilling down. A watch is perfect device for presenting summary information, allowing you to decide whether or not to find out more from your other connected devices.

Watches are one-way. In normal use, they give you information. Not the other way round.

Interactivity is for connoisseurs only. Interactivity is useful in the segment of the market that likes to pack in as many complications as possible; most users do not want to press lots of buttons to get what they need.

“Watches are reliable, eternal."

Watches are reliable, eternal. Other technologies aren’t expected to last for long – they will be superseded soon enough anyway. Watches must be built forever.