Targeted at a generation demanding space-age chic, the .beat range-known for its sleek cyber-friendly styling, hip in fashion forward colours-was launched internationally in 1998 and sets a new time system for measuring Internet Time and is the first step in introducing a one-world online time zone.

``As India is among the leaders in the IT revolution, the market potential is immense for the .beat,'' Ms Deepa Chatrath, regional marketing manager, Swatch, South Asia said. Swatch, however, is tightlipped on the expected volumes from the range in India.

The company has drawn out ambitious marketing plans in a bid to popularise the concept of cybertime within the Indian cyber community. On top of the agenda are tie-ups with some of the major ISPs and leading Websites. In fact, Swatch plans to target at least 60 per cent of the ISP market as per the company sources. The Swiss watch major is curently in talks with ISP Pacific Internet and portal go4i.com for possible alliances.

Apart from the proposed alliances, Swatch plans to advertise the range through the print media.

The company has earmarked an annual ad budget of Rs 5 crore for the Swatch brand.

So just how does the .beat work? 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, displays both the beats as well as local time on luminious dials. One Swatch `beat' is the equivalent of 1 minute 26.4 seconds which translates into 12 noon BMT (Biel Mean Time) in Biel, Switzerland, in the old time system, into the equivalent of @500 beats. Thus, a surfer in Bangalore will know that it is @500 Beats in Prague or Colorado, since Internet Time is the same worldwide.

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,'' Ms Chatrath added.

In India, the company has introduced popular models such as Netsurfer, Download, Provider, Net-Time, and Site under its Swatch Plastic .beat range and Floating Dot and Webstream models under the Alumnini .beat range, priced between Rs 2,950 and Rs 3,300. Internationally, it's available for 150 Swiss Francs.

Swatch entered India earlier this year and today has presence in over 35 outlets across eight cities. Swatch has so far introduced four ranges of watches: Plastic, Irony, Skin and Olympus in India. eom