What time is it? Checked the screen's clock did you? OK, now go and ask those colleagues around the coffee table what it is. Go on. Notice something? How many...

What time is it? Checked the screen's clock did you? OK, now go and ask those colleagues around the coffee table what it is. Go on.

Notice something?

How many of them used their cell-phones to check the time? Has anyone else noticed this but people have stopped wearing watches!?

The most frequent use of the mobile phone today, PSFK would argue, is not for making secret calls or flirty text messages – but to check to see what time it is!

Sales volumes of Swiss plastic watches fell 25.1% during the first two months of the year to 1.2mn units, according to the Swiss watch-making federation. PSFK assumes that this trend won't affect the upper end of the watch market but what does this mean for the lower priced lines of Swatch? And what does this mean to any new entrant thinking there's a market for disposable watches?

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