# Contemporary Typographic Clocks Tauba Auerbach's 24-Hour Wall-Clock Makes a Statement About Time By Vasiliki Marapas | Published 2014-12-03 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/24-hour-wall-clock References: [coolhunting](http://www.coolhunting.com/design/the-thing-quarterly-20-tauba-auerbach-clock.php) & [assemblydesign.us](http://assemblydesign.us/) Tauba Auerbach and [Studio Assembly](https://www.trendhunter.com/trends/postmodern-cone-watch) teamed up with The Thing Quarterly for the conceptual publication's 20th edition. Together, they created the [24-hour wall clock](https://www.trendhunter.com/trends/bc17) featured in the issue. Auerbach's work is characterized by her background as a traditional sign painter, her fixation with typography and her fascination experimenting with communication and perceptions of reality. The wall-clock project allows Auerbach to explore her "very fraught relationship with time." She chose to create a [24-hour timepiece](https://www.trendhunter.com/trends/arrowatch) because it forces her to stop and think. She cannot glance at a 24-hour clock and immediately know the time. She sought to create a clock that is unfamiliar to us, and in that unfamiliarity, reminds us that time is a concept that is not entirely knowable. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 30% | Activity: 33% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) ## Key Themes ### What's Driving This Trend - **Conceptual Timepieces:** Opportunity to create innovative clocks that challenge conventional perceptions of time. - **Typography in Design:** Potential for incorporating typography in unique ways to create visually striking clocks. - **The Experience of Time:** Exploring time as a subjective and perceptual concept through clock designs. ### Who This Affects Most - **Home Decor:** Disruptive innovation opportunity for creating distinctive and thought-provoking clocks as decorative pieces. - **Art and Design:** Potential for artists and designers to experiment with unconventional timepieces that challenge traditional notions of time. - **Publishing and Collaboration:** Opportunity for collaborations between artists, designers, and publications to create unique clock designs for special editions. ## Related on Trend Hunter - [Alternative Time Displays](https://www.trendhunter.com/trends/dozen-clock.md) - [Linearly Formed Wall Clocks](https://www.trendhunter.com/trends/linear-clock-concept.md) - [Dynamic Shadow Wall Clocks](https://www.trendhunter.com/trends/textural-wall-clock.md) - [Kinetic Pattern Clocks](https://www.trendhunter.com/trends/moir-clock.md) - [Intentionally Foggy Clock Designs](https://www.trendhunter.com/trends/kehai-clock.md) - [Minimal Sculptural Clocks](https://www.trendhunter.com/trends/trace-line.md) - [Venn Diagram Wall Clocks](https://www.trendhunter.com/trends/jetlag-clock.md) - [Mechanical Digital Mesmerizing Clocks](https://www.trendhunter.com/trends/triaxial-numechron-clock.md) - [Two-Sided Wall Clocks](https://www.trendhunter.com/trends/corner-clock.md)