Jeff Koons Wants You to Think Harder About Your Watch

Jeff Koons is designing a new watch, and true to form, he isn't treating it as a simple instrument for telling time. The artist says the design grows out of his long-running interest in metaphysics and philosophy — the deeper question of what time actually means, not just how to measure it. It's a fittingly serious brief for a coast where the gap between a watch worn on Worth Avenue and one worn in South Beach was never really about the mechanism. Koons, it seems, wants his to carry an idea as much as the hour.

With reporting from Robb Report.