For the Procrastinators

Today, we live in a productivity-driven society where existing time norms make people who delay tasks feel guilty, but procrastination isn't a personal failing. Instead, it's a trait that deserves to be celebrated. To empower people to take their time guiltlessly, Fossil created the world's first smartwatch where time isn't divided into equal intervals but by the procrastinator's internal clock. We can't change time, but we can change the perception of it to include and celebrate those who buck the trend and embrace the pros of procrastination.