What? Watch

What? is a lifestyle and watch brand launched in New York in the Fall of 2015. Their aim is to create products that are distinctive and interesting. Their hybrid watches combine classical watchmaking with digital mono-functions, technology, and style, in distinctive and original ways — but they don’t call them smartwatches. From Tokyo to Helsinki, Vienna to New York, their global design team serves to reshape the way that What? Watch wearers perceive and interact with time.