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The Tokyoflash Shinshoku LED watch

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May 6, 2007

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May 7, 2007 If the wrist-watch of today is merely the homely older sister of fancy, time displaying mobile phones, Tokyoflash is determined to give it an extreme makeover. With the Pimp Watch and Equaliser Watch already lighting up shelves and wrists all over Japan, Tokyoflash has now released the Shinshoku LED watch, a 4cm wide wristband style it promises will make a “truly unique statement.”

Selling for JPY13,800 (US$116), the Shinshoku uses a pattern of lights to signal the time, instead of displaying it as a figure. Different segments of the watch denote different units of time. In one part, each light represents an hour, in another part each light represents 15 minutes, and in the final segment each light represents one minute. By looking at the amount of lights, and their different colours, one can tell in a glance how far past the hour it is.

The Shinshoku is the latest in a series of ambient, wearable technology. Instead of making information smaller, centralised and regimented, ambient gear focuses on form and “glancability”. The aim of ambient technology is to incorporate information into your environment, and make it peripherally accessible. Tokyoflash combines this aim with an attitude of fierce independence and style. Although many of its products struggle to reach a global audience, its tenacious adherence to producing “super cool watches” means that Shinshoku could soon find its way to Western wrists.

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About the Author
Mike Hanlon Mike grew up thinking he would become a mathematician, accidentally started motorcycle racing, got a job writing road tests for a motorcycle magazine while at university, and became a writer. As a travelling photojournalist during his early career, his work was published in a dozen languages across 20+ countries. He went on to edit or manage over 50 print publications, with target audiences ranging from pensioners to plumbers, many different sports, many car and motorcycle magazines, with many more in the fields of communication - narrow subject magazines on topics such as advertising, marketing, visual communications, design, presentation and direct marketing. Then came the internet and Mike managed internet projects for Australia's largest multimedia company, Telstra.com.au (Australia's largest Telco), Seek.com.au (Australia's largest employment site), top100.com.au, hitwise.com, and a dozen other internet start-ups before founding Gizmag in 2002. Now he writes and thinks. All articles by Mike Hanlon
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The perforated metal makes it look like it\'s inspired by a small engine air filter.

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