May 26, 2018
Format times in .beat notation
No Time Zones No Geographical Borders
How long is a Swatch .beat? In short, we have divided up the virtual and real day into 1000 beats. One Swatch beat is the equivalent of 1 minute 26.4 seconds. That means that 12 noon in the old time system is the equivalent of @500 Swatch .beats.
We are not just creating a new way of measuring time, we are also creating a new meridian in Biel, Switzerland, home of Swatch.
Biel MeanTime BMT is the universal reference for Internet Time. A day in Internet Time begins at midnight BMT @000 Swatch .beats Central European Wintertime. The meridian is marked for all to see on the facade of the Swatch International Headquarters on Jakob-Staempfli Street, Biel, Switzerland. So, it is the same time all over the world, be it night or day, the era of time zones has disappeared.