The tightly entangled worlds of pop culture and consumer gadgets have collided yet again to create a futuristic Hello Kitty timepiece designed by Nooka.
The kitsch watch borrows its styling from Hello Kitty, which first appeared as a Japanese comic character in 1974, and is now considered a classic retro icon.
Nooka has been a pioneer in the gadget and LED watch market since 2004, with celebrity fans including Justin Bieber supporting the brand.
The result of the collaboration is a watch that uses unconventional design and technology to perform all the normal functions of date and time, alarm and chronograph.
The LCD screen peeks through a lens made of transparent mineral crystal, with information presented through the separate windows for hours, minutes and seconds.