Swatch Internet Time

Swatch Internet Time (or beat time) is a decimal time concept introduced in 1998 by the Swatch corporation as part of their marketing campaign for their line of "Beat" watches.

Instead of hours and minutes, the mean solar day is divided up into 1000 parts called ".beats". Each .beat is equal to one decimal minute in the French Revolutionary decimal time system and lasts 1 minute and 26.4 seconds (86.4 seconds) in standard time. Times are notated as a 3-digit number out of 1000 after midnight. So, @248 would indicate a time 248 .beats after midnight representing 248/1000 of a day, just over 5 hours and 57 minutes.

There are no time zones in Swatch Internet Time; instead, the new time scale of Biel Meantime (BMT) is used, based on Swatch's headquarters in Biel, Switzerland and equivalent to Central European Time, West Africa Time, and UTC+01. Unlike civil time in Switzerland and many other countries, Swatch Internet Time does not observe daylight saving time.

History

Swatch Internet Time was announced on October 23, 1998, in a ceremony at the Junior Summit '98, attended by Nicolas G. Hayek, President and CEO of the Swatch Group, G.N. Hayek, President of Swatch Ltd., and Nicholas Negroponte, founder and then-director of the MIT Media Lab. During the Summit, Swatch Internet Time became the official time system for Nation1, an online country (supposedly) created and run by children.