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It's back to the fashionable future with Swatch New gent Collectionswatch gentsThe new collection of? Swatch?Gent is creative, inventive and full of stylish fun��and transforms it into a bigger, bolder, positively provocative statement. Swatch?presents?the New Gent Collection with ten trendy models in understated, wintery colours inspired by the legendary?Swatch?Gent Originals. The original?Gent?watch head was 34mm wide; the?New Gent Collection?models are 41mm wide, and the height of the case and crystal combined has increased to 11mm. The much bigger format gives the designers more room to play: each model has a large, colourful plastic case with a generous, colour-coded dial, a day/date window at 3 o'clock and rugged, matt silicone straps in complementary monochrome colours. A contemporary restyling of the classic?Gent Original, the?New Gent Collection?retains the ?signature use of trend-setting design, fashionable colours and rugged, sporty materials. The new collection of? Swatch?Gent is creative, inventive and full of stylish fun��and transforms it into a bigger, bolder, positively provocative statement. Price: Rs 2950Available at Swatch stores in Delhi: Select City Walk, F-16, 1st Floor, A-3, District Centre, Saket, T: 011-40588744;Chandigarh: SCO 21, Sector 17E, T: 0172-5012033;?Chennai: The Helvetica, F-49, Spencer Plaza, 91B, Phase II, Anna Salai, T: 044-28490013/15; Mumbai: Atria-The Millenium Mall, First Floor, Shop No. 122, Dr. Annie Besant Road, Worli, T: 022- 24813523, Inorbit Mall, Malad (W), T: 022-66406992, G-3, Palladium, High Street Phoenix, Lower Parel?T: 022-24940952; Kolkata: 164/1, Mani Square Mall, Maniktala Main Road, Eastern Metropolitan Bypass, T: 40002988: Exclusive Swatch Kiosks: Bangalore: Garuda Mall, No. 11, Magrath Road, T: 080-66141018; Forum Mall, Ground Floor, Adugodi Main road, Koramangala.T: 080-22067921; Pune: SGS Magnum Mall, Moledina Road, T:020-32306433.

Watch manufacturer Swatch teamed up with Grandlife to stage an unusual interactive promotional event at the Tribeca Grand Hotel in New York on Friday 11th February, with Swatch using the social micro blogging website Twitter to promote the event. A dress which was made completely from Swatch pastel coloured watches was paraded in front of the event audience by a model who was named as 'Swatch Girl', in total the watch dress consisted of 107 blue, purple and white Swatch watches from the new pastel coloured collection. Anyone who had attended the event was given the chance of getting their hands on one of these pastel Swatch watches simply by sending a tweet to the Swatch Twitter page @swatchus and the unique twist was that the watch would then be removed from the model as tweets came in. The watch dress itself had taken around 2 hours to fit to the model and the event started at midnight. Tweets started coming in faster than anticipated and by 1.30 am all the watches were gone, although many male event goers were left disappointed as the model was wearing another dress underneath. All in all the event was a great success for Swatch and a fantastic promotional idea, and according to Mashable Swatch estimated that around 400,000 people had found out about the event just through Twitter alone.