Dr. Swatch Plays Bad Guy to Bond, James Bond

Dr. Swatch Plays Bad Guy to Bond, James Bond

BIEL, Switzerland, August 5/PRNewswire/ -- Has Swatch gone over to the other side? In a surprising and provocative
move, the mischievous maker of Swiss fashion watches has aligned itself with
the enemies of the world's most famous gentleman spy. "We've discovered the
dark side of the myth," said Nicolas G. Hayek, also nicknamed Dr. Swatch.
"And we love it. It's absolutely fascinating." To avoid any possible
misunderstandings, the notorious inspirator of the plastic Swiss watch
hastened to explain his intentions: "James Bond would not exist in Ian
Fleming's novels and all the Bond films if strong, powerful villains were not
also there. The villains and their henchmen play a crucial role. And if Bond
is alive and well today, it is thanks in no small part to the inspiration and
enduring power of his enemies.

Indeed, the fascination with Bond's adversaries has inspired an entirely
new collection, due for release in early September. The Swatch 007 Villain
Collection is a tribute to the entertaining villains who light up the dark
side of twenty-two James Bond films, from Dr. No to the forthcoming Quantum
Of Solace.

The Swatch 007 Villain Collection evokes the most memorable of Bond's
adversaries. Who can forget these outlaw heroes, armed to the teeth and
dressed to kill? From stylish Dr. No with his metal hands to Oddjob and his
deadly bowler, they're villains Bond fans love to hate.

Swatch is no stranger to special outlaws, in sports for example, and
their borderline behavior. The brand is a prominent supporter of outstanding
athletes and performers in the special "outlaw" free-style disciplines that
test the limits of the sporting experience. From Geraldine Fasnacht to Mat
Rebeaud, free-style skiers, X-boarders and free runners, Swatch embraces all
special "outlaw" performers.

The Swatch 007 Villain Collection pays tribute to outstanding outlaw
actors, too: Christopher Walken's malevolent Max Zorin deserves his stylish
Retrograde; Gerd Froebe's Goldfinger gets a massive, golden Irony THE Chrono;
Lotte Lenya's Rosa Klebb wields a pair of knuckle-dusters welded to an Irony
Lady. And in homage to Casino Royale, poker-faced master of malice Mads
Mikkelsen (alias Le Chiffre) takes an Irony Big with an Ace of Spades.
There's more, of course, but the curtain won't rise on the Villains for
another few weeks...

Wrapping up his comments with a mischievous smile, Nicolas Hayek, founder
and head of the Swatch Group, the world's largest watchmaking group, put on
his corporate hat: "OMEGA is James Bond's watch of choice, but real,
interesting villains prefer Swatch."

Contact:
Swatch PR International
Sonja Wildener
Tel: +41-32-343-98-19
Fax: +41-32-343-96-69
E-Mail: sonja.wildener@swatch.com
Internet: http://www.swatch.com

Source: swatch

Contact: Swatch PR International, Sonja Wildener, Tel: +41-32-343-98-19, Fax: +41-32-343-96-69, E-Mail: sonja.wildener@swatch.com

-------
Profile: intent