Luxury Swiss watchmaker Franck Muller‘s newest timepiece boasts a whimsical sense of nostalgia. They’ve called it the “Remember” watch, and it’s designed to bring a little fantasy to the staid role of wristwear timekeeper, and start a few conversations in the process.

First and foremost, “Remember” challenges traditional watch styling with hour and minute hands that run counter-clockwise. Wearers of the new watch will need to develop a certain agility when checking the time; the numbers on the watch face are also ordered counter-clockwise.

Although “Remember” isn’t the first watch to run in reverse, but it is the first to come from such a high-end brand. Even though the setup is a bit peculiar, the styling is as luxurious as ever with oversized numerals ordered on a glossy guilloche dial.

Horophiles and collectors who know the upper-end market will recognize Franck Muller’s signature Cintree Curvex case, which is available in rose gold, 18-karat white gold, and stainless steel. The “Remember” is mechanically impressive, too, boasting a powerful automatic FM 2800 INV self-winding movement with a 42-hour power reserve.

This isn’t the first time Muller has introduced an unconventional timepiece. Previous entries include the “Secret Hours” and “Crazy Hours” watches, both presenting owners with a uniquely thoughtful vision for this jewelry essential.