August 14, 2023

Design Details - What's with the '00'?

Design details gives you a peek into some of the crucial aspects of our design ethos and process

Hello Watch Enthusiasts,

We're thrilled by the incredible response and preorders for our upcoming Timekeeper Type-A Automatic. It warms our hearts that all five colors have become instant favorites!

A few customers have reached out to us, curious about our use of "00" instead of the usual "12" for our time display and we wanted to take this opportunity to invite you into our thinking and shed more light on this choice.

We wanted to do things a bit differently and explore a unique way of telling time. So, with our "00," you can read the time as "4:00" instead of the usual "4:12." It's a small twist that brings a whole new perspective to your daily routine. Not stopping there, the Timekeeper Type-A breaks free from the regular 12-hour mold. We've swapped out the standard 5-minute markers for the remaining 12 hours in the day, embracing the 24-hour watch concept with a fresh perspective. We're hoping that our playful take on time representation, coupled with the captivating color palette, will bring a smile to every Timekeeper owner's face. It's not just another timepiece – it's a daily dose of delightful novelty that you'll cherish.

We understand that this little quirk might not appeal to everyone in the same way. Nonetheless, we hope that you will discover moments of delight within the details and concepts we aspire to bring to life. At Primitive Haus, our goal is to explore novel viewpoints in color, typography, technology, and aesthetics through our watches and we’re excited to embark on this journey of exploration with you.

Stay tuned for further updates!

Best regards,

The Primitive Haus Team


Lug To Lug
15 Layer BGW9 Super-LumiNova
316L Surgical grade stainless steel
Miyota 82S5 Automatic
In The Box
1 Watch, Quick Release Straps (Steel Bracelet, Tropic Rubber, Nato)
Water Resistance
200 meters
Vibrations Per Hour
21600 vibrations per hour
Power Reserve
42 Hours
No, but will be fulfilled on a first come, first serve basis in Batches, With Priority Given To Waitlist (40 per color).