Eye balls stare out from the new Swatch watches, created by Rankin, the famous London photographer and cinematographer. Always challenging the ordinary, Rankin brings a fresh pair of eyes to the plastic watch. Close up shots of eyeballs adorn the dials of Rankin's watches created for Swatch, the brand that put art and fun back into time. John Rankin Waddell, as his passport reads, lives in North London and with his photography, films and the magazine he founded "Dazed and Confused" has imprinted his powerful look onto the consciousness of our generation. From countless covers for Vogue and the top glossies, to his campaigns for Oxfam in countries such as the Democratic Republic of the Congo and Tanzania, his work covers everyone from royalty to refugees. But what unites them all is an intimacy and understanding of his subject and a flash of an insight into the lives of others. The Rankin Swatch plays with this idea of intimacy, taking it to an extreme level: after all you rarely see so closely into anyone's eyes. By doing so Rankin converts the iris into a fascinating landscape of surreal complexity and colour. Swirls of beautiful colours and waves of texture mesmerise - and all this on the dial of a plastic watch.
