Che Guevara, Capitalist Tool

CHE GUEVARA, THE SWORN enemy of capitalism who helped launch the Cuban revolution, is now, well, a merchandising tool.

Switzerland's Swatch Watch, maker of some 100,000 Che watches, says the Argentine-born rebel feeds a wave of nostalgia for when just the mention of Che--killed by the Bolivian army in 1967--packed a political wallop. Their product: a $40 timepiece bearing Che's visage topped with a beret, and "revolucion" on the band. Says Swatch spokesman Bill Schoonmaker: "It's more of a fashion style than a political statement." The watches sell well from Europe to South Florida, that anti-Castro bastion.

In London bars, you can order fruit-tinged Che Beer. Brewed in Britain, it has citrus juices from Cuba and other Caribbean spots. Because Cuban products are used, the brew may not be sold in the U.S.

    Before it's here, it's on the Bloomberg Terminal.