Fossil set out to create a PR-able idea that would spark conversation around the value of time. Especially among 18 to 24-year-olds, a generation under constant pressure to do more, faster. Our strategy focused on an often misunderstood group: procrastinators. In a productivity obsessed society, delaying tasks is seen as failure. But what if procrastination is a key mental process? One that allows space to reflect, explore, and prioritise what really matters. By putting the product at the heart of the idea, we created a smartwatch-face that reimagines time through the eyes of a procrastinator. We can’t change time, but we can change the perception of it to celebrate and empower people to take their time, guilt-free.