Love Through Design, in collaboration with Nooka and Hello Kitty, have created a limited edition ‘Nooka Zub Zirc 38’ watch. The unique time-piece is designed by Simone Legno, the creator of cult brand Tokidoki, and is in aid of Sanrio Foundation and EMERGENCY. The collection is highly desirable and very collectable as each watch is numbered 1/300.


The exclusive ‘Nooka Zub Zirc 38’ watch is produced by US brand Nooka; founded by designer Matthew Waldman, Nooka produces a line of wristwatches and fashion accessories. Their ethos is to “believe in the power of universal languages, to increase understanding and enable diverse groups of people to work together.”

The universal visual language of Nooka creates a communication tool for all of mankind, promoting the exchange of ideas across the globe through great design, which guides the creation of products with enhanced functionality and a futuristic philosophy. Since its founding, Nooka has earned recognition and awards in various areas dealing with fashion, design and sustainability.

The ‘Nooka Zub Zirc 38’, like every Nooka object, is designed with intention; it has the power of clarity, the power to reach the heart of everyone who interacts with it. Form, function, and emotion merge together to create a beautiful design. Nooka sees the whole world as inspiration; it absorbs energy from it and creates new forms. New technologies and materials inspire new interactions and ways of thinking.

Sanrio Foundation and EMERGENCY

This limited edition watch has been created to raise money for the Sanrio Foundation and EMERGENCY; Sanrio works by the philosophy “Small Gift, Big Smile” and they have been creating smiles on children’s faces for over 40 years. They do a range of things, such as: getting Hello Kitty and other Sanrio characters to pay a visit and distribute small gifts to children in hospital, organising birthday parties for the little patients, as well as decorating children’s rooms.

Sanrio also work to help those hospitals in less privileged countries around the world by supporting EMERGENCY – an independent and neutral humanitarian organization, which provides free, high quality medical and surgical treatment to the victims of war, landmines and poverty. So far, EMERGENCY has treated over 4.7 million patients. They recognise the “right to be cured” as a basic and inalienable human right and work globally to implement and promote a culture of peace, solidarity and respect for human rights, because “we were all born free and equal in dignity and in rights.”

In accordance with The Universal Declaration of Human Rights (Paris, December 10th, 1948), Love Through Design, Sanrio and EMERGENCY believe that: “Everyone has the right to a standard of living adequate for the health and well-being of himself and of his family, including food, clothing, housing and medical care.” (Art. 25)


The limited edition collection of watches is adorned with cult brand Tokidoki’s unique designs; Tokidoki was co-founded in 2003 by designer Simone Legno. With its innovative line of apparel, handbags, cosmetics, accessories and more, Tokidoki has built a worldwide following who have fallen in love with its larger-than-life characters and designs.

The genius behind the Tokidoki brand is Simone Legno; he drew incessantly as a child, and the boxes of chewed, broken and unsharpened pencils he adored as a kid were the beginnings of a passion for art that led to the eventual creation of - Legno’s online portfolio which quickly grew into a globally distributed brand.

The word Tokidoki means ‘sometimes’ in Japanese; Legno, who has always had a deep love of Japan and fascination with world cultures, chose the word because he feels “everyone waits for moments that change one’s destiny, by chance or by meeting a new person. Tokidoki is the hope, the hidden energy that everyone has inside, it gives us the strength to face a new day, and dream about something positive, and the hope that something magical will happen to us.”