Taylor Swift’s clock obsession is good for business

Swift has also made some cash on clock-themed merchandise. She previously sold a “Folklore”-themed clock and a “Lover”-themed watch as official merchandise, and four of the “Midnights” vinyl variants she released created a clock when displayed together.

Brittany Cheshire, a 31-year-old Swiftie from Arizona, spent $120 on the four records. And no, she doesn’t own a record player.

“I was moving into my new house and I was excited to decorate the walls in my office,” she told BI. “I needed a clock, and what’s better than a Taylor one?”

She also purchased a $50 display set from Swift’s official merchandise website, which allows fans to mount the albums on a wall and turn them into functional clocks.

“I totally understand that it’s four of the same album. But for me, it’s more about the artwork,” Cheshire added. “I have all four variants of ‘The Tortured Poets Department’ on my wall, too. The photos, the composition, everything is beautiful. I’m not just a crazy super Swiftie who has to have everything she puts out.”

But maybe more importantly, Swift has inadvertently helped young people learn to read analog clocks — something they’ve long been accused of not knowing how to do, even by Jimmy Kimmel.

“That’s it! I’m learning to tell time! Gimme!” one TikToker commented on a video Swift posted about her clock vinyl variants.

“From teaching about spelling to telling the time, it’s official! Taylor Swift is the best teacher you could ever ask for,” another fan wrote on X.

So what exactly is Swift saying by wearing her sparkling watch necklace again?

Dedicated fans are scouring the internet for answers, with one woman saying she emailed a journalist to request that they check high-resolution photos to see what numbers Swift had her timepiece necklace set to.

The answer remains unclear, and only time — no pun intended — will tell. But Swifties are determined to beat the clock.