Andrewes: It was perhaps the simplicity of the idea that elevated "sticker concept" into the runner-up category. That a watch might be reduced to something as simple as a sticker—open to so many different designs and produced for very little—seemed like a novel way of thinking about the future of instruments of time.

Moeslinger: There were lots of sticker concepts, but this one really stood out not only for its poetic gesture, but also for its portrayal of time passing as something positive, something to look forward to, which is quite contrary to what we mostly feel. Usually we are always "up against time;" here we get the feeling of being rewarded by time.