The worldwide trend of rural depopulation is also felt in Portugal, where the urban population continues to grow at a rate of 1.5% per year.

The urban world, where time is money and every second counts, moves increasingly faster.

Usma works as a clock but without any visual interface, only playing the sound of church bells every 30 minutes. The goal is to bring the notion and perception of time from a rural context to an urban one, with an object that will have sound as its sole reference to time.

Usma clock, was first shown in Experimenta Design Bienal in 2011