The first line of What? Watches allow the wearer to see time not only in hours and minutes, but also in the moments which give life meaning. By pressing the red button, the wearer will stop the time, creating a personalized memory mark on the watch face to help the moment to live on. The watch also works in tandem with a phone application to track and share moments in a way that is both poetic and practical. As our wearers become more conscious of the meaningful moments in their lives, they will better remember the past and further appreciate the present.