This is a great book about the nature of design. If I were asked to recommend one book on Industrial Design, this is the one I would pick. Watches do indeed tell more than time -- they tell about their owner. Some are practical, sensible, others put beauty above functionality. Some are reflective, costing tens of thousands of dollars and meant to enhance the image of the wearer, both to others and to self. This is a great book that demonstrates the many different facets of design, written by one of the great design educators and practitioners. It's about practical matters, about function, and about emotion. It's about concinnity. What does that mean? Ah, read the book.