Buzz: Switzerland’s colorful, youth-oriented watchmaker Swatch has opened its flagship store in Siam Center.

Vibe: There are Swatch stores that look vibrant and edgy with decor featuring weird graphics, but this one sticks to a rather simple design: lots of watches displayed on clean white walls or hanging from the ceiling.

Goods: The shop stocks a serious selection of Swatch models; newer releases like the SUOK107 and SUOK103 (B2,350) are displayed out front, while classic models like the 6B743 (B1,650) and the Swatch Irony automatic (B6,300) take up a little corner of the store. Most pieces feature colorful rubber straps (starting from B1,650), but leather watches and stainless steel chronographs are also available. We particularly like the new SUSB400 (B3,950 pictured).

Why you’ll be back: You probably wouldn’t unless you’re addicted to colorful and reasonably-priced Swiss-made watches, or you have the hots for one of the knowledgeable staff. Nutthachai Bunluthangthum