If we count time only in seconds, then we are nothing more than its silent observers. As a company in charge of delivering the most sophisticated Swiss watch mechanisms to the Macedonian market for more than twenty-five years, we establish the Bozhinovski Foundation in order to give the seconds more colour and to start counting time in creativity thus making it priceless. The Foundation came naturally with the creation of the first Macedonian design watch under the Swatch brand on the occasion of the thirtieth anniversary of Macedonia’s independence. The Foundation aims to raise funds through creating authentic local stories like the one of Swatch, to support the art scene again focusing young artists. The idea is, through our activities, to create eco system in which creativity will support creativity and thus to create a completely new dimension of time.