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Company : Swatch India 
Wednesday, November 1, 2000 11:30AM IST (6:00AM GMT)
Swatch launches Beat Range, introduces 'Internet Time' in India
.beat the timezones !!!
New Delhi, Delhi, India

Swatch, the flagship brand of the 3.5 billion Swatch Group, today launched its .beat range of watches in India, introducing the concept of Internet Time. Created by Swatch Ltd., this revolutionary concept of time is the first step in introducing one world online time zone.

Partially disregarding conventional time zones and geographical borders, Swatch's Internet Time measures a 24-hour day in 1,000 ‘beats', enabling users to watch the clock on a common platform. Swatch .beat, the cyber watch, displays both the ‘beats' as well as local time on luminous dials. This new global concept of time created by Swatch divides up the virtual and real day into 1,000 ‘beats'. One Swatch ‘beat' is the equivalent of 1 minute 26.4 seconds. Which translates 12 noon BMT (Biel Mean Time) in Biel, Switzerland, in the old time system, into the equivalent of @500 beats. A surfer in Bangalore will know that it is @500 Beats in Prague or Colorado, since Internet Time is the same worldwide.

Deepa Chatrath, Regional Marketing Manager, Swatch, South Asia, said, "The concept of Swatch Internet Time has already given a single, global time-zone for the entire cyber community. As India is among the leaders in the IT revolution, the market potential is immense for the .beat. It is not only a revolutionary product in conceptualising time, it is a digital watch with an international soul."

Swatch Internet Time is available in the .beat Alumini and plastic watch ranges. The .beat Alumini is an add-on to the internationally established Alumini collection. With its Internet Date and Internet Alarm, it's a timepiece geared for the Generation E. Sleek cyber-friendly styling, hip in fashion forward colours, the .beat Alumini is the ultimate time accessory for a generation demanding space-age chic.

In commercial conferencing or friendly chats, the Swatch Internet Time .beat watches informs all involved parties, across different time zones, exactly what time to log on without confusion over time zones.

"With e-commerce growing at a phenomenal pace, Swatch Internet Time can ensure that a car-rental company in New Delhi can cater to its international passengers by transcending time-zone differences. This is just one use of this sensational concept that is now available in India," Deepa Chatrath added.

The Swatch Internet Time software may be downloaded from www.swatch.com.

In India, the Swatch Plastic .beat range has introduced the internationally popular Netsurfer, Download, Provider, Net-Time, and Site watch models, while the Alumini .beat range offers the Floating Dot and Webstream models. In addition to the Internet Time, Internet Alarm and Internet Date, the product simultaneously indicates current time in two zones, allows split second timing of any event.

The new .beat range adds revolutionary value to the IRONY, PLASTIC, and SKIN Swatch collections. The .beat is yet another demonstration that Swatch stands for the joy of innovation, for positive provocation and for high quality. Priced between Rs 2,950 and Rs 3,300, the .beat collection is the latest offering from Swatch, the aspirational fashion brand.

Swatch entered India earlier this year and today has presence in over 35 outlets across eight cities. Swatch outlets are designed for a unique and novel interface with its customers using innovative retailing concepts, which include kiosks, coastlines and non-conventional outlets. Swatch is part of the 3.6 billion Swiss francs Swatch Group, along with other fifteen watch brands such as Breguet, Blancpain, Omega, Longines, Rado, Tissot, and Calvin Klein. Each of these brands is clearly targeted to tap different segments of the watch market.

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