Swatch New Gent collection

You know I love a Swatch and anything with a ‘boyfriend’ prefix. Have we covered boyfriend watches? Swatch’s New Gent watch makes the mens Swatch a fraction bigger (up from 34mm to 41mm) but thankfully hasn’t added any other trimmings. Apart from a day/date window which you don’t get on the women’s Swatches (er, why?). That said, I’m reliably informed that Swatch totally expects women to wear these watches too – and we will!

The collection comes in ten solid colours and has a rubber strap that promises not to get brittle as the plastic ones can. It retails for a nice, friendly £42. This is going to be an ongoing collection so if none of these tickle your fancy, keep an eye out for next season.

Oh yeah, also Swatch has been doing a number of promo projects with magazines to launch the watches. Wallpaper did a shoot inspired by the gay hanky code, while i-D collaborated with a bunch of bloggers including ‘fabulosity Fred’ (AKA Fred Butler) and Gary Card. (Why I wasn’t asked to take part, God only knows *huff*… )