Mr Jones Watches, the London-based watchmaker, has introduced ‘Blueberry Late!’, following the popularity of its 2023 ‘Berry Late’ model. This latest design, created by artist Ana Dias, features a pastel blue dial with transparent clouds and blueberries that indicate the time.
The watch’s unique feature is its ability to display a hidden message every hour when the two blueberries align: “Fuck it! Time is just a social construct.” Outside of this alignment, the letters scatter, creating a jumbled effect on the dial.
The “Blueberry Late!” model offers an alternative to the original pink version, “Berry Late Again!”, and is available for purchase through Mr Jones Watches’ website and its store on Neal Street in London.
Priced at £225 / $275 / €275, the watch is designed with a sapphire glass, a polished stainless steel case, and comes with an 18mm grey suede Hirsch strap. It features a single jewel quartz mechanism and is water-resistant up to 5ATM.
Ana Dias, the artist behind the watch, is based in London and works with mixed media, including sculpture and performance art. The design of “Blueberry Late!” reflects her interest in wordplay and the juxtaposition of bright colors with a message that challenges conventional views on time.
Explaining the inspiration behind her design, Ana Dias said: “The watch combines my love of writing and playing with words, coupled with a sense of irony and the absurd.
“The face draws us in with a combination of bright colours and childlike lettering, which seduce us with their sweetness.
“At the same time it pushes back against this saccharine world with the violence of the language and the absurdity of the message. It’s an angel with a dirty face, it’s pastel punk.”
Mr Jones Watches was founded in 2007 with the aim of creating watches that go beyond telling time to spark conversations and tell stories. The brand collaborates with artists and illustrators to produce unique watch designs and is known for its playful and distinctive approach to watchmaking.
For more information on “Blueberry Late!” and to access downloadable images and videos, visit the Mr Jones Watches website.
