E Ink spinoff raising funds for Clock That merges design, Kindle technology – Boston Business Journal (blog)

November 4, 2014, 9:00 am EST Updated: November 4, 2014, 9:47 am EST

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Courtesy photo / Bertrand Benoit

Twelve24 is looking to raise $ 200,000 on Kickstarter ITS firstproduct , a wall-mounted clock That uses electronic display technology found in the Kindle

David Harris

Tech the editor Boston Business Journal

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Not many people think of the modern-day Kindle and the very old-school clock as having anything in common.

But in the world of Andy Mitchelides, The Two definatley Essentially Merged into a new product from a spinoff of electronic display maker E Ink called Twelve24. E Ink makes the displays for Amazon’s Kindle and other e-readers. The Cambridge-based startup, Which officially formed this past January, the HAS only one product: a one-meter long clock made out of the same paper-thin material as a Kindle.

A tech startup focused on reinventing The Clock May seem like a strange idea at first blush.

But Mitchelides, the shapes Product Manager E Ink, said that’s the point.

“If you knew nothing about technology or Specifically E Ink, You Could walk by this and moonrise mistake this for not even a working unit, “he said.

On Tuesday, Twelve24 started a Kickstarter campaign, looking to raise $ 200,000 thatwill go into preparing to manufacture the clock, Which is Aimed at urbanites who want a design element in theirhome or business. The clock starts at $ 400 apiece on Kickstarter, but the Suggested Retail Price Will Be $ 600, Mitchelides said.

Mitchelides, who Declined to Disclose funding for the startup, Previously helped the company launch electronic paper display technology -inspired gear like the world’s thinnest watch made by a company called Central Standard Timing.

The Twelve24 clock is powered by a Lithium Battery That Can last for up to a year and comes in five Different colors.

For Mitchelides, Telling Time Might Be Just the Beginning.

“Our vision for Twelve24 is way beyond clocks,” said Mitchelides. “For us, we’d like to Establish ourselves as someone who Launched a number of innovative products.”

E Ink, now owned by Taiwan-based Prime View International Co. With its US headquarters in Cambridge, formed as a spinoff of the MIT Media Lab in 1997.