pastel pink watch that spells out a sweary message is the latest limited edition release from creative watch brand Mr Jones Watches. Berry Late!, limited to 200 pieces, has a whimsical design featuring illustrated strawberries, clouds and colourful childlike lettering.

Despite its playful appearance, the design has a rebellious streak, revealing a hidden message at the top of every hour: “Fuck it! Time is just a social construct.” It’s the perfect excuse to be fashionably late.

This watch was designed for Mr Jones Watches by London-based artist Ana Dias. Ana said: “The watch combines my love of writing and playing with words, coupled with a sense of irony and the absurd. The face draws us in with a combination of bright colours and childlike lettering, which seduce us with their sweetness. At the same time it pushes back against this saccharine world with the violence of the language and the absurdity of the message. It’s an angel with a dirty face, it’s pastel punk.”

To read the time on Berry Late! the wearer simply checks the position of Ana’s signature strawberries: the half-eaten one points to the hour and the whole strawberry marks the minutes.

Liberated by the fact that most people check the time on their mobile phones or smart devices, Mr Jones Watches specialises in playful and eye-catching watch designs that each have their own unique way to tell the time.

Berry Late! is available exclusively from Mr Jones Watches in a limited edition of just 200 pieces.