Victorinox Swiss Army claims to be the first watch company to introduce its timepieces interactively on the iPhone.
The company is offering a free iPhone application that will let owners of the Apple mobile and the iPod touch "try on the timepieces virtually" by holding their device up to their wrists.
This comedy feature aside, the app will also provide info on the Victorinox's watch range, the history of the company, GPS-linked directions to stockists and a newsletter.
The "3D Timepiece" function will allow you to visualise the Chrono Classic XLS Multi-Task from every angle as well as interactively test the functions.
In addition to the iPhone app a WAP site is also being developed for other phone owners, although we're not sure how the virtual trying on thing will work with that.