Death: the end, going to meet one's maker, joining the choir invisible.
Like paying taxes, we all like to pretend that it's not going to happen to us, but sadly, going on the evidence of everyone that has ever lived thus far, we're probably not going to escape.
But Mr Jones Watches, a cult London timepiece brand, thinks that we should embrace this certainty, and use it to spur us on to make the most of the time we have.
They have launched their first clock, based on their bestselling watch, called 'The Accurate' which boasts an hour hand reading "remember" and a minute hand proclaiming "you will die".
So while it may be slightly depressing to be reminded of your guaranteed demise, you will never again forget to Carpe Diem; learn that language you've always wanted to, finally build that lifesize lego Death Star, play croquet and take up lion-taming.
Actually maybe not the last one, that might speed things up a little too much.
The Accurate clock is available from Mr Jones Watches priced £85
