The product has a beautiful minimal design, comes in lots of fun colors, is water proof and costs $29.99.

Marketed less then one year ago; the idea comes from Ale Fogazzi, 27 years old business Man from Brescia, near Milano. 10,000 watches sold in the first 10 days of distribution. The new water proof edition was presented during Macef 2008, in Milano.Fashion victims wear 2 or 3 watches together, perfectionists choose the right colour to match their favourite suit. It's a young product, as 70% of those who buy it are aged between 12 and 40, but there are also many children and professionals who wear it. Too Late is perfect for a nice present for oneself or for friends. It's becoming a real phenomenon, and its design counts much more than its brand. For this reason, it gives prominence to the style of the people who wear it. More then minimalistic, it's minimal and pop. Too Late is the state of the art of cheap design. Under the clock-face there are only 2 buttons (mode and set) and the date is written in USA style only, month before the day.