• Fast Company, Monday, July 20, 2009 10:07 AM

The "kookiest" idea among more traditional ones like belts and wallets to extend the futuristic Nooka watch brand, blogs Cliff Kuang, is to create a fragrance that summons the smell of watchbands and quartz with "top notes meant to evoke electricity."

Matthew Waldman, a moonlighting branding and interactive designer, started Nooka in 2004 around the idea of telling time as a linear graph. The intent of the new fragrance is to "hark back" to the "glam future" of 1960s and 1970s. "Futurism used to be optimistic, not terrifying, like in 'Independence Day,'" [No. 12 on the list of the Top 50 trailers] Waldman says. "I aspired to a chrome-coated future." (Us, too, and look where it got us.)

Waldman worked with Drom, a German fragrance developer that has done work for Derek Jeter and Anna Sui, among others -- and also hired Pierre-Constantin Gueros as his "nose" or expert responsible for translating his abstract vision for the scent into reality.

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