Head-quartered in Austria, What? is a lifestyle company focused on turning ordinary, everyday items and events into opportunities for reflection and delight. What Watch combines superior analogue and digital technology in mono-function features that focus on simplifying and personalizing time. What? watches are designed by a Japanese artist Masashi Kawamura to meet the aesthetic and intelligent demands of consumers that want to curate their own style with eye toward story, craftsmanship and diverging from the usual path.