Gold & Pioneer Event 2008

from left to right: Mads Mikkelsen (villain "Le Chiffre" in Casino Royale), Richard Kiel (villain "Jaws" in Moonraker),
Reto Stöckli (COO Swatch), Nicolas G. Hayek (Swatch founder and chairman of the Swatch Group),
Klaus Peter Mager (Head of PR & Events), Roberto Costa (Head of Communication)
and Laurent Berthonneau (Head of Marketing Project Management).

A nice video was shown, here are some excerpts:

Afterwards, the new James Bond Villain Collection was unveiled.  Each of the 22 Swatch watches in the new collection evokes one or more of the memorable villains featured in the 22 James Bond movies made since Dr. No was released in 1962, and two special guests were on hand to join the celebrations. Richard Kiel, who played the metal-mouthed villain known as Jaws in The Spy Who Loved Me and Moonraker, joined Mr. Hayek, accompanied by his colleague in cinematic crime, Mads Mikkelsen, who played the notorious gambler Le Chiffre in the recent smash hit, Casino Royale.

Here is a list of all watches in the collection:

#	Year	Film	Villain Name	Villain Picture	Portrayed by	Watch Type	Ref.No.+Pic.
1	1962	Dr. No	Dr. Julius No		Joseph Wiseman	Skin Chrono	SUYK117
2	1963	From Russia with Love	Rosa Klebb		Lotte Lenya	Irony Lady	YSS239G
3	1964	Goldfinger	Oddjob		Harold Sakata	Irony THE Chrono	YOG102G
4	1965	Thunderball	Emilio Largo		Adolfo Celi	Irony Diaphane Chrono	SVCK4039G
5	1967	You Only Live Twice	Blofeld's Cat		---	Gent	GE218
6	1969	On Her Majesty's Secret Service	Blofeld		Telly Savalas	Irony Big	YGB1001AG
7	1971	Diamonds Are Forever	Mr. Wint & Mr. Kidd		Bruce Glover & Putter Smith	Irony Medium	YLS434
8	1973	Live and Let Die	Baron Samedi		Geoffrey Holder	Gent	GB237
9	1974	The Man with the Golden Gun	Francisco Scaramanga		Christopher Lee	Skin Chrono	SUYB119
10	1977	The Spy Who Loved Me	Jaws		Richard Kiel	Irony THE Chrono	YOS429G
11	1979	Moonraker	Sir Hugo Drax		Michael Lonsdale	Irony Chrono Retrograde	YRS410G
12	1981	For Your Eyes Only	Aris Kristatos		Julian Glover	Jelly In Jelly	SUJB104
13	1983	Octopussy	General Orlov		Steven Berkoff	Irony Big	YGS127
14	1985	A View to a Kill	Max Zorin		Christopher Walken	Irony Chrono Retrograde	YRS411
15	1987	The Living Daylights	General Koskov		Jeroen Krabbé	Jelly In Jelly	SUJK139
16	1989	Licence to Kill	Franz Sanchez		Robert Davi	Irony Chrono	YCS512
17	1995	GoldenEye	Xenia Onatopp		Famke Janssen	Square	SUBB122
18	1997	Tomorrow Never Dies	Elliot Carver		Jonathan Pryce	Jelly In Jelly	SUJK138
19	1999	The World Is Not Enough	Elektra King		Sophie Marceau	Gent	GE215
20	2002	Die Another Day	Zao		Rick Yune	Skin	SFK327G
21	2006	Casino Royale	Le Chiffre		Mads Mikkelsen	Irony Big	YGS128
22	2008	Quantum Of Solace	Dominic Greene		Mathieu Amalric	Chrono Plastic	SUIB402

Finally, a new section, the 007 Villain Club, was opened on the website of Swatch The Club:

After all these announcements (total time was about one hour), it was time for the press to take pictures:

Richard Kiel and Mads Mikkelsen were both very friendly to press and Swatch collectors and signed autographs and posed for pictures for a long time after the press conference.

Afterwards, the press conference was over and it was time for a lunch at the Festspielhaus.  One room was reserved exclusively for the collectors and the room was decorated in style with lots of colourful plastic.  At the entrance of the room, each collector received the Plastic Royale wooden box launch event special (SUIB402-1) limited to 500 pcs, unnumbered. 

The wooden box contains the new James Bond watch Dominic Greene (SUIB402) in special paper sleeve, silver plastic "jaws" and lots of plastic grains. 

The wooden boxes were available with four different colours of plastic grains:  yellow, red, blue, green:

We all had enjoyed the press conference very much, Nicolas Hayek had been in a very good mood and quite entertaining.