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Oct. 23--NORMAL -- It's a good thing Matthew Newell's wife got her new job at Illinois State University.

If she would have found work in Okay, Okla., or Nameless, Texas, or Boring, Ore., his new business might have been a bit tricky to market.

But their move to the Twin Cities inspired the oh-so-ironic name for his venture -- Normal Watches -- a sassy line of affordable, plastic timepieces now sold in eight countries. Typically priced from $18 to $30, the 2 1/2 -year-old company is releasing four new watches this month, bringing its total to 19.

"Sure, at first glance they remind you of Swatch watches -- but with three times the snark and at half the price," opined the Los Angeles Times' "All The Rage" blog.

The 36-year-old Newell sold a restaurant when the couple relocated from Knoxville, Tenn., in 2007 so his wife could begin work as a political science professor. With those proceeds to cushion him, he intended to take some time off to recharge.

But leisurely reading a special issue of the New York Times Magazine devoted to time-telling fashion accessories one day, he was struck by something: Today's watch market was full of really expensive timepieces or "cheap watches that have no personality.

"There was nothing in the sweet spot -- in a good price that gets people's attention," he said.

A small businessman at heart, Newell knew opportunity was knocking. After two months of research, Normal Watches was born, with Newell as the president/owner and longtime pal Shayne Ivy of Knoxville as creative director.

In spring 2008, their first watches were ready for public consumption. Aimed at college students and 20-somethings, a generation just as apt to tell time by cell phone, the timepieces are both irreverent and thought-provoking.

A "social networking" watch uses 12 logos, including those of Facebook, Twitter and YouTube, to mark the hours. A bright orange "Yes, we did" watch celebrates the election of President Barack Obama with his face on the dial, while sunshine yellow wrist candy confesses, "Golden Girls fan." Others offer commentary on gay marriage, rebellion and rock and roll.

"There's a whole generation of kids out there that are going to want a watch for an entirely different purpose than ever before," Newell said. "It's more of a personality thing."

Personal interaction with fans on Facebook and Twitter creates buzz. Newell and Ivy brainstorm ideas regularly. One of this month's new releases, "Hello superstar," was purloined from the Facebook posting of a fan.

"We bounce things off of each other and if it makes us laugh and sticks, so be it," said Ivy.

Competitively priced in today's economy, sales are approaching 10,000 units and watches are available at online retailers and Specs Around Town in downtown Bloomington. The business recently secured distribution rights in the United Kingdom; Newell hopes to find a few local investors so Normal Watches can continue to grow.

"I wanted to own something," Newell said. "I wanted the whole burden of success or failure to be my responsibility. That's where the rubber meets the road."

NORMAL WATCHES:

--What: Colorful, tongue-in-cheek timepieces advertised as "trailblazing sub couture."

--Where: Locally at Specs Around Town in downtown Bloomington, online at amazon.com and other Web sites.

--How much: Typically $18 to $30

--Why: "I want people to feel like they are making a statement, and at the same time make people laugh and be entertained." -- Creative director Shayne Ivy

--More info: normalwatches.com

Credit: The Pantagraph, Bloomington, Ill.

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