So what is it about the Memphis Group’s style that is so intriguing to the watch world right now? You could blame it on a convenient news peg (Memphis turned 40 this year). But I like to link think it goes deeper than that. The Memphis aesthetic, with its unapologetic playfulness, is a way for the buttoned-up watch world to let its hair down within the constraints of a pre-approved, historical design aesthetic. It’s an opportunity for watchmakers to show they can be fun, while still having taste.