Connected to Destruction: TAG's Connected Watch & the Doomsday Clock
It started out like an everyday press conference for TAG Heuer. After a glossy promotional video showing images of astronauts blasting into space, battalions of troops marching through squares and test footage of nuclear explosions Jean-Claude Biver took to the stage to talk about the latest development of the Connected Watch. Next to Mr Biver was Rachel Bronson, Director of the Bulletin of Atomic Scientists, looking forlorn and melancholy with an oversized cowbell swinging awkwardly from her neck.
"TODAY IS THE LAST DAY OF OUR LIVES" bellowed Mr. Biver to the packed auditorium, "or at least it could be for all we know. How do we know how close we are to our own mortality? What measure do we have of how long our mainsprings will power us before we cease? NONE. Zilch. Nil. Nada. UNTIL now. Thanks to TAG Heuer's Connected Watch. Before we were connecting you to ETERNITY now we are connecting your to the infinite void of death with the launch of our special dial in partnership with the Bulletin of the Atomic Scientists' Doomsday Clock"
Since 1947 the Doomsday Clock has served as a visual reminder for how close mankind is to destroying civilisation with the very technology we created and since then it has been moved forty seven times; most recently in 2015 when it was moved from five minutes to three minutes to midnight. "When midnight STRIKES (Mr. Biver grabs a nearby mallet and hits the gong around Ms. Bronson's neck) we are done. And now those who have the fortune of wearing a Connected Watch will know the instant our planet is doomed".
The new dial is a digital representation of the iconic clock with pencil hands and circular hour markers with a faint design of the Earth in the background. When downloaded it will become the default dial of the watch without an option of reverting it back to one that tells the time. Whilst the morbid reminder of the ever-present fear of total destruction worried some present, all were very impressed with the dial symmetry and lack of a date window. "It would have been nice for it to have had a splash of color" said Jack Forster of Hodinkee "but I suppose when I look out my window towards the all-consuming mushroom cloud there will be enough on my mind not to care".