Swiss watchmaker Swatch will launch its radical ?Beat? watch in London next Tuesday that uses a revolutionary global timekeeping system, hailed as Internet time.
?Beat? time is the brainchild of Swatch and Nicholas Negroponte cyberguru and head of the MIT Lab in the US. It has been designed to put consumers in a virtual time zone. The idea being that the time is the same wherever you are in the world.
Each ?Beat?day contains a decimal 1,000 ?beats?, each lasting one minute 26.4 seconds. No surprise that the new meridian reference, Buel Mean Time, is at Swatch?s headquarters at Buel in Switzerland.
?The digital world will make our lifestyles more asynchronous," added Negroponte. ?For many people, real time will be Internet time."
Swatch said that it does not expect ?Beat? time to takeover from local time, just compliment it.
Tom Kleijne, UK brand director for Swatch believes ?Beat? time will be popular amongst certain groups of people.
?It is great for travellers or people organising global meetings in cyberspace as they can forget about time zones,? he said.
?Beat? time has already been downloaded onto 120,000 PCs. The ?Beat? watch will cost around #50.
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