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In September, the Swatch watch brand will introduce a series of timepieces that commemorate the most notorious James Bond villains, including Le Chiffre, Max Zorin, Dr. No and Goldfinger. “We’ve discovered the dark side of the myth,” said Swatch Group founder and Chairman Nicolas G. Hayek, who occasionally goes by the moniker of Dr. Swatch. “And we love it. It’s absolutely fascinating.”
Swatch is one of the many brands of the Swatch Group, the world's largest watch conglomerate, whose many brands include James Bond's current favorite: Omega. Discussing his new vision for Swatch, Hayek commented with a wry smile, “Omega is James Bond’s watch of choice, but real, interesting villains prefer Swatch.”
Swatch watches have been an enduring favorite since their introduction in 1983, captivating fans around the world with their provocative designs, ultra-light plastic construction, and emphasis on fun and fashion. An affinity for outlaw personalities is natural for the Swatch watch brand which has long had a close association with daredevils and challengers of established routines; Swatch sponsors some of the most audacious athletes in free-style skiing, X-boarding and other extreme sports.
