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Almost 20 years ago Jamie Rugge Price realised there was a need to find a simple way to teach children how to tell the time. At the time he was working in television production and was asked to make a five-minute programme for children about telling the time. “I found that I couldn’t teach a child to tell the time in five minutes,” explains Jamie, who is now a grandfather. “I now know that it typically takes between 6 and 16 months to learn using traditional teaching methods. Apart from mathematically bright children, it’s very complicated as they can’t understand the equation between the two hands. No one had ever been able to find a child-friendly approach.”


Jamie pondered the problem on and off over the years. Fast forward about a decade and he had his “Eureka moment.” The breakthrough was the idea of incorporating a map into a clock face, where every hour is the shape of a mountain – half an hour up one side and half an hour back down the other. He produced two illustrated storybooks, one for the very young and one for those already able to count to 60, which use a finger to point at the hour hand and a foot to point at the minutes. “We tested the books with the help of a magazine called Primary Times. Of the children who took part, 85% learned how to tell the time within a week. Half only took a day. And quite a lot of them could do it within an hour. Using the storybooks, most children can tell you what hour it is within 30 seconds. And it’s particularly good for dyslexic children.”

Going digital

The books are currently sold online and are now getting into schools with school packs containing books and clocks. The next stage is to find a digital partner with the funds and the will to take Aramazu to the next level. “The future is obviously digital – an app. We want Aramazu to be everything to do with time – clocks, wristwatches, timers, school packs. If we put our minds to it, this could be truly global.” “Shipleys has been brilliant,” says Jamie, who turned to the firm when he formally set up the company in 2008. “I knew them from auditing my TV production company and we’ve always got on really well. They helped me with EIS when some friends invested and I’m sure they will help me negotiate a deal with a partner.”