Soho is so early 2000! It’s all about Noho now. Swatch Noho Time is inspired by a new American classic neighborhood in New York City. The black leather band is trimmed with yellow stitching, it’s almost like it’s mimicking the streets of New York City lined with Taxi Cabs. Swatch Noho Time can take you from Soho to Noho faster than a New York Minute.