The Mad Hatter's Watch

After Alice had learned to tell time, she was quite excited for her next journey down the rabbit hole. On her next visit to the Mad Hatter, she looked at his watch face, but was surprised to find that it had letters on it.
“How funny, I’ve never seen a watch look like this!” she exclaimed. “But how am I supposed to tell the time?”
“i’m not sure, since i'm only a hatter”, was the reply, leaving Alice to figure it out.