In 1998 Swatch tried to completely reinvent our concept of time. Swatch Internet Time (or .beat time) would have been a new way to conceive of moments. There'd be no time zones, and also, no hours, minutes, or seconds. PJ talks to Gizmodo's Eric Limer and Swatch Creative Director Carlo Giordanetti about Swatch's plan to create time's version of Esperanto.
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