Think of cool, ultrasimple and light watches and you should be thinking of Swatch. Swatch has come up with a concept watch called the Airtube. Breaking away from traditional analogue watches which Swatch is so famous for, the Airtube is digital watch based on a design similiar to the airtube which is used on bicycle pumps. The straps join together with the screw connector seen on bicycle pumps and the digits have an illusion of floating in air. Swatch has everyone waiting for the release of this hip looking watch which according to Yanko Design, "juxtaposes two existing products in a contemporary fashion to create a very sleek and minimal bracelet watch - aligning itself with a current trend in wristband fashion".