MUMBAI: Deafening! Pounding! Lots of Jumping! These are a few words that come to mind when one thinks of last nights event at the popular discotheque Fire n' Ice. The occasion was India's 'First Singles Party' organised by Swiss watchmaker Swatch. The event will air today on In Mumbai.

Explaining the logic behind the concept, Country Manager Swatch Group India G Kannan said that the party was an attempt to offer Mumbai's youth an out of the box experience and get out of the mushy feeling that one associates with couples in love.

Music spun by DJs blasted in one's ears accompanied by innovative Swatch TVCs, which were aired, on a giant screen. New actress on the block Esha Deol put in an appearance to unveil a special Valentine's watch 'Aiming For Your Heart'. The watch features multi coloured hearts covering the numberless dial. The gold toned hour hands are meant to symbolise cupids love arrows.

James Bond fans may recall that to celebrate the anniversary of the spy last year, the company had launched the James Bond Series of 20 watches each named after a Bond movie. Swatch was launched in India three years ago.