Audio By Carbonatix
In 2009, a group of South Florida friends embarked on a philosophical journey to change society’s perception of clock-time and created a watch company based on four principles: perception, interconnectedness, illusions, and universal alignment. Long story short, these enterprising hippies wanted to remind people to live in the present.
With a few hundred dollars, inspiration from a lucid dream group, and some unconventional job titles, Time-Peace was born. The watches have since been spotted on Dolphins running-back Ricky Williams and members of Yacht and Edward Sharpe & the Magnetic Zeros. No really, we have proof. Take a peek below.
Ian Koslow is Time-Peace’s Chief Executive Dreamer (actual title, we can’t make this stuff up), and was the last
member of the company’s existential executive board to arrive at the
agreed upon Hallandale Beach high-rise for our meeting. He was about
twelve minutes late.
“Time is an illusion,” he
said. “All of our stress comes from identifying with something of the
past, and all of our worries come from something that’s not real in the
future, it’s just a mind projection.”
Koslow developed his theory when reading Eckhart Tolle’s The Power of Now, while away at college in Gainesville. “Ian
came up with the idea after reading the book, then he passed it to us,”
says Ron Muram, Time-Peace’s Legal Eagle. “That’s when it all popped
into our heads.”
“We wanted a watch that when
you’d look down, there wouldn’t be any hands,” says Koslow, “it’d just
tell you that the time is now.”
The group quickly realized that the cost of an unconventional watch was too high for a company in its infancy. “We needed a place to start and had to raise money to develop the ideal watch,” says Muram, “so the watches with hands were just part of the evolution of Time-Peace.”
When the guys moved back to South Florida, they started buying watches at wholesale
and customizing them. “We’d take the watches apart and put our logo on
them,” said Operations Architect Tyler Wolf.
According
to David Damnjanovic, the company’s Conveyor of Possibilities (again, these are their actual titles, folks), “Ian met
this guy from England through a lucid dream group on Facebook, and he
basically made a logo for us. It’s all about symbolism, the tree of life
is a sign of peace, and it’s what connects us all together.”
The
guys created a Facebook fan page and started selling the watches
online. They met Ricky Williams at a meditation class and presented him with a watch. Soon, Williams was tweeting about his Time-Peace timepiece and
the guys started receiving orders from as far as Australia.
Danny Waserstein, owner of Shoe Gallery in Downtown Miami, says, “the watches are super dope and the concept’s amazing.”
Waserstein
recently started carrying Time-Peace’s Lightworker series at his
downtown store, the company’s first timepiece sans hands. “The watch is way ahead of its time,” he says, “it
looks classic, but it’s very high tech.” The
Lightworker uses an innovative LED touch-screen to display clock-time, and is marketed as a watch that will “help free you from the
effects of psychological time.”
On the horizon for Time-Peace, a new collection of snap watches and possibly a series of wall
clocks. We asked the metaphysical dream team where they see the company
five years from now and Koslow replied, “the moon’s gift shop.” We think
the SkyMall catalog is a safer bet.
