New York is the city of the future and those who are in love with it, are drawing inspiration there. Nooka is a New York fashion design company (Nooka is a slang for "New Yorker") founded by artist/designer Matthew Waldman. The ethos of Nooka is universal language, which guides the creation of products with enhanced functionality with this futuristic philosophy. The first products in the portfolio of Nooka are the watches. The idea of a unique design comes while Waldman is watching the big clock in a London hotel and asks himself why the visualization of time is so standard.