Recent presentation of the new watches of Haikara finally refreshed a middle prize
segment of the wristwatch market. The new and very clever idea definitely made the
competitors think: “Why didn’t we come up with it earlier”. The concept of the
device is really simple as everything genius – Haikara is a hybrid of a mechanical
and a digital watch, which can easily change its design with a single swap through a
touchscreen. Designed by widely recognised Finnish constructors, Haikara gives
the customers a chance to receive a new watch every day, adopting the accessory to
their look, mood or the weather.
But what is especially interesting is that Haikara hasn’t just smartly guessed the
need of the customers. By exposing the very idea of the watch-visual transformer,
the company unexpectedly revealed quite deep social processes, hidden behind the
global citizens’ needs.
The challenge is that life becomes faster. People have been talking about it for ages. A few high-tech
companies have used the idea for their communication campaigns. We all know it, but
this observation always stayed rather abstract.
And finally the abstraction became concrete and made sense. At least for me, the
feeling that time passes faster becomes a real life experience and I would say this
fact somehow confuses me. Such an important change is a challenge, which
demands certain adaptation.
The switch in the time perception is probably felt even more for those, who live in
a megapolis due to its rhythm and dynamism. I even guess, there should be a
proportion between your age, the size of the city, where you live and how the
speed of time passing is felt.
Normal daily agenda for a usual urban citizen nowadays includes yoga training in
the morning, office work after it, meetings, gym after work, dinner with friends,
classical concert in the evening and a party to finish the day. And you don’t have
to be a very important person anymore in order to live like that.
Concerning such a rhythm, universalism becomes a new value. To be
practical means to be transformable. Yes, the future is already here and this
characteristics are becoming trends for all kind of design and technologies.
Universalism and transformability are probably the challenges Haikara tried to
answer by creating their new wristwatch, which is able to change its look.
The watch gives you a choice between 20 interactive faces and 250 faces available to
download from Haikara’s app. Swiping its high-resolution display can easily
change the design of the watch face. Just one move and we can adopt its look to
our style at the moment: classical, casual, arty, sporty or whatever we will decide.
In the same time, it is of importance, that Haikara watch is not a pure smart gadget;
it’s rather a combination of a mechanical classical watch with the digital device, as
soon as the gadget is interactive to the user.
But the very concept corresponds completely to the trend required by the very
lifestyle – universalism and transformability. And Haikara’s new product seems to
be another step to respond to the demand of a global citizen.
For the time that goes faster, we need another watch, don’t we?
By Maksym Teteruk
Photo Courtesy of Haikara