The birth of the ‘second watch’
When the first Swatch was introduced to the world in May 1983, it was an immediate hit. The name Swatch, a contraction of ‘second watch’, highlighted the fact that these watches were designed to be an affordable, fun and disposable fashion item to own alongside your main watch, rather than replace it. Change your outfit; change your Swatch; make a statement!
A creative journey like no other
In 1985, Swatch launched the Swatch Art Journey, a unique way to bring art into people’s daily lives, collaborating with Kiki Picasso, creating the world’s smallest canvas to celebrate her creativity. A 1996 collaboration with Keith Haring saw his energetic cartoon-like characters and surprising colour juxtapositions adorn wrists worldwide.
Other collaborations saw Swatch team up with the likes of Arnaldo Pomodoro, Annie Leibovitz and Mimmo Rotella, to name just a few creative giants. 2011 saw the launch of the Swatch Art Peace Hotel in Shanghai. Offering short residencies to artists from around the world, the ultimate goal of the initiative is to spark creativity and collaborations.