Choice Choke is about simplicity. What all normal people want is just to know more or less what time it is – we want to know if it's "quarter to three" or "nearly one" or "just gone half past six", not "six thirty-seven". The It's About Time clock from Laurence Willmott of the insightoutsight collective solves this with a clock that tells you the time in terms of "nearly", "just gone", "quarter past", "nearly half", "half", "just gone half" or "quarter to". What it lacks in aesthetic appeal – it looks like it belongs in the youngest schoolroom possible – it makes up for in simplicity.

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