Mad Hudson describes itself as "a time-bending experiment disguised as a watch company" — born in Chicago and built with collaborators everywhere, for anyone who would rather play with the time they're given than waste it. It was founded by designer Mad Hudson, creative Connor Hudson and online provocateur Brad Podray, and the split of roles is spelled out plainly: Mad leads design, Connor drives the vision, Brad keeps it weird.

Every Mad Hudson watch is designed with a partnering artist, with two goals: timepieces that don't look like anything else, and a platform that backs the artists behind them. The range so far includes the Eddie, the Peggy and the Miami, the CD Watch by Riki Prosper, the Dogma by Bryce Wong, the Pride Watch by Alex Donahue and the Broken Time by Brad Podray, a dial built to look like a watch that has stopped working, with a Bone Break follow-up on the way. Watches sit between $175 and $250, alongside clocks and a line of merch.