On October 23, 1998, the Swatch brand created a revolution: it reinvented time by launching a universal time, Swatch Internet Time. This divides a 24-hour day into 1000 beats (each beat corresponding to 1 minute and 26.4 seconds) and enables all the earth’s inhabitants to experience the same time at the same moment, wherever they happen to be, and irrespective of whether it is daytime or nighttime.