Fiat Group Automobiles UK Ltd has ‘clocked in’ at the British Airways London Eye with a giant clock that is counting UP to Monday January 21…

Fiat Group Automobiles UK Ltd has ‘clocked in’ at the British Airways London Eye with a giant clock that is counting UP to Monday January 21…

At 8pm that evening - exactly 500 hours into 2008 - the Italian car maker is launching the new Fiat 500 with a huge celebrity event at the London Eye, with pop sensation Mika singing live as the headline act. And the iconic city car will ‘fly’ into the night sky in one of the capsules on the London Eye.

The launch event, created and managed by Arc Worldwide, promises to be a great night, with live bands, Virgin Radio’s top presenters and a fantastic light show in front of an all-ticket audience.

The Fiat clock, with its massive LED display, is installed on the side of the Eye’s superstructure.

Fiat UK Marketing Director, Elena Bernardelli, says: “The clock is counting up to 500 hours into the new year when our award-winning Fiat 500 will make its sensational debut in the UK!

“Everyone at Fiat is working hard to make Monday January 21 a night to remember. Fiat dealers all over the country will get a live video feed from the event so their guests can feel very much a part of it all.” The Fiat 500 has recently been voted Car of the Year 2008.