Animal are clever. A cool name won't sell a product forever, and Animal have updated , expanded and improved to come up with a range of stuff from bags to sunglasses that looks bang up to the minute and works. Nevertheless, they got famous for one thing: tough, expensive watches with psychadelic faces and interchangable velcro straps. Bloody Genius! It was a quality product and long before Nokia had the idea there was a booming market in changing your watch strap to match your mood, your bike or your lycra.