As the classic joke goes, 'there are only 10 types of people in the world - those who understand binary, and those who don't' and it doesn't matter if you're a 1 or a 0, it's a unique if slightly daft gizmo whichever way you look at it. Though of course if you look at it upside down, the time will be different. Nevertheless, this is one cool watch.

There are two rows of LED lights on the watch face, the top row shows 4 lights with corresponding numbers, and is the equivalent of the hour 'hand', and the second row shows 6 lights and corresponding numbers, and is the little 'hand'.

Apparently the translation of time from binary to decimal is easy: simply (huh) add the numbers next to the LEDs on the upper row to tell hours, and add on the lower row to tell minutes. The time is displayed for five seconds when the side button is pushed - but if you think that's long enough to work it out then you're considerably cleverer than we are.