Do you really want to wear your Patek Philippe to the beach? A trend started by the Italian brand Toywatch last year, the colourful plastic/rubber watch adds a youthful and playful slant on the summer wardrobe. Colour coordinate with your glasses, t-shirt or shorts. The brighter the better. 

THECHICGEEK'S PICK -Toywatch Green New Fluo - £145 - Stockist: 0207 287 5431.  

Casio G-Lide - £75 - www.casioatcarnaby.co.uk