InsightOutsight are known for their cool designs to everyday products. The 'It's about time' clock is one of their funky products that tells time using words rather than numbers.
The idea behind this concept came from observing how people actually describe time. Like in this picture here, if it was 11:49 you would probably probably say 'it's nearly twelve'. The clock also describes the time in terms of 'nearly', 'quarter past', 'nearly half', 'half', 'just gone half', 'quarter to', or 'just gone'.
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