In Swedish, Strömma means “flow”. When you read the time on the Strömma watch, time feels like it’s flowing. Inspired by mechanical flip dot displays, The Strömma Watch is a conceptual watch using an hour hand and a series of plates that flip to indicate minutes passed. We worked hard to create the same cascading “flow” that is experienced when a flip dot display is rewritten; each time an hour passes, the minute plates flip back over in a similar cascading flow, hence the name Strömma, giving the wearer a breathtaking flowing performance every hour. We also wanted to maximize the readability of the watch; the bright contrasting segments clearly display how much of an hour has passed, similar to a pie chart. However, once each hour is finished, each plate flips back to show the matte black side in a smooth cascading flow back to its original look. The futuristic look of the watch combined with the traditional action of the flip dot display provides the wearer with a timeless piece to show off anywhere. To minimize the total volume, the concave face better follows the path of the segments as they rotate, the hour hand follows this curve to create a simple, large, and easy to read face. With no visible pivot for the hour hand it appears to float just below the surface of the crystal. The Strömma watch is designed to come in a variety of colors and allows for logos or other graphics to be printed onto the face of the plates.