Swatch has built a reputation on creating ultra-simple, trend setting watches - offering literally thousands of designs to suit everybody. This Swatch looks at moving the company’s brand into the future by modernizing its range of digital watches. Based on air tube you find in most bicycle pumps, it juxtaposes two existing products in a contemporary fashion to create a very sleek and minimal bracelet watch - aligning itself with a current trend in wristband fashion.

Designer: Laurence Dawes