whats the time..?

During those golden olden days, when the time, was needed to be known, one would look up at the skies searching for the position of the sun, its relative position with the horizon.. and bang.. there was your time..

As time went by, inferring it became a lot more easier. Up went that hand, one little turn and your watch told you what you had been looking for. But then, as more days went by.. the time lost its importance in the world of watches. The watches started dominating the time; they started becoming the more eminent species of the duo.

Once Hans Wilsdorf, the founder of Rolex, the Swiss giant in watch manufacturing, while travelling on a Boeing met up with his old friend who immediately recognized him, and asked him..

'Hello there my dear Hans.. Hows the watch business going..?'.. to which Mr.Wilsdorf coolly replied..

'Watch business? What watch business? I don't do any watch business.'

The friend was quite baffled by this unforeseen reply.. Mr.Wilsdorf, who sensed that his friend had missed the cliche then explained..

'My dear friend, we at Rolex do jewelery business, not mere watch business.'

True, realized his friend. If one's aim was to identify merely the time, a Rolex would not be necessary in anyway. Any ordinary piece of dial with two hands, showing the time would have sufficed. Ultimately, the aim, was not the time.. It was the watch, that piece of 'jewelery' rather.