Has Swatch gone over to the other side? In a surprising and provocative move, the mischievous maker of Swiss fashion watches has aligned itself with the enemies of the world´s most famous gentleman spy. “We´ve discovered the dark side of the myth,” said Nicolas G. Hayek, also nicknamed Dr. Swatch. “And we love it. It´s absolutely fascinating.” To avoid any possible misunderstandings, the notorious inspirator of the plastic Swiss watch hastened to explain his intentions: “James Bond would not exist in Ian Fleming´s novels and all the Bond films if strong, powerful villains were not also there. The villains and their henchmen play a crucial role. And if Bond is alive and well today, it is thanks in no small part to the inspiration and enduring power of his enemies.

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