I'm a Swatch person too, so I found this interesting. I particularly love the right half of the second image (and I would have loved it even more if the "active" word weren't as conspicuous); the watches in this image truly stand out on their own and give off a bold, defiant, and strong impression. It's as if they are trying to assert their identity by going against the greyscale world around them, and it makes it a very manly image, if you ask me.
As for the others... I think the letters suppress the presence of the watches that were supposed to be the main focus of the images. I found them quite overwhelming and distracting, and the "oomph" (or in performers' language, the X factor) that I see in the right half of the second image isn't there. I'd personally prefer it if the letters had been smaller and placed somewhere that doesn't interrupt the watches.