Heather and Sam says: We believe the arrangement of the digits within the golden rectangle might attract fans of arts and numbers. Phi is everywhere around us, so maybe also on our wrists soon.
Math background for those interested:
A golden rectangle is one whose side lengths are in the golden ratio, 1:(1+√5)/2 or approximately 1:1.618. In mathematics, the golden ratio is represented by the Greek letter phi (φ). A distinctive feature of this shape is that when a square section is removed, the remainder is another golden rectangle; that is, with the same aspect ratio as the first. Square removal can be repeated infinitely, in which case corresponding corners of the squares form an infinite sequence of points on the golden spiral.
You can approximate the golden spiral with a Fibonacci Spiral, which is made up of a series of quarter-circular arcs whose radii are consecutively increasing Fibonacci numbers. The ratios of consecutive terms in the Fibonacci series approach φ, so the two spirals are very similar in appearance.
Design by Heather Sable & Samuel Jerichow [via]