It’s a wristwatch, right? Good, for a minute there, I wasn’t quite sure…

I admit that the Nooka Zub Zot 38 might be a little bit out there (like, “give me a Hitchhikers’ Guide” out there) for those of us who struggled to learn to tell time in the far-off pre-digital days.

When the big hand is on the seven, and the little hand’s on the three…

Now it’s dots for hours and a bar for the minutes?

What I do like very much about this new take on the wrist watch is the soft gel-like look of the band and case. It’s more like a cuff bracelet than a traditional watch in design, wide enough (1 ½ inches / 38mm) to be delightfully not subtle. The clasp is fully adjustable and hidden away so as not to get caught on your sweater or in your snuggle buddy’s hair. There’s an alarm, a date function, and a chronograph, too, as well as the essential EL backlight so you can peek at the time in the dark. It’s water-resistant as well.

So, more practical than you might at first think…

If the purple is a bit much (and it probably is, unless you’re a 12-year-old girl), the brand-new Nooka also comes in black, gray, white, cinnamon, and a rather attractive sage green.