Has Swatch finally become a serious fashion brand?

Now that it is taking its design lead from the London fashion scene, has the world's favourite pop watch finally come of age, asks Hannah Silver 

By Hannah Silver

Cool kids everywhere have long teamed their Swatches with skinny jeans and lace-up boots, but this year Swatch is taking its fashion associations a tad more seriously. The brand has set out a three-year partnership with the British Fashion Council. It made its debut at London Collections: Men in January and was present at London Fashion Week in February. 
 

“The artistic sense of Swatch has been successfully bordering the world of high fashion for some time,” says Swatch creative director, Carlo Giordanetti. “London Fashion Weeks are so exciting, it seems only natural to become partners with the BFC.” This month, to celebrate its commitment to London fashion, Swatch has installed a mini concept boutique, the Harrods: Gentleman’s Club (pictured above), at the Knightsbridge department store. Of course, it wouldn’t be Swatch if there weren’t a few cheeky extras, including workshops on how to tie a bow tie and match accessories. Modern gents can also have a go on a pinball machine, which will award a Big Classic watch each week to the highest scorer. For the duration of London Collections: Men, Swatch is hosting a pop-up members’ club at Victoria House, WC1, where a resident shoe shiner will also be on hand ensuring London’s style set are groomed to perfection at all times. 

Swatch cites the capital’s creative vibe as the inspiration for its decision to head to London. The sense of fun that typifies its designs remains but the details are more heavyweight, embracing leather, foldable buckles and chronograph movements.

“The male market is an important one for Swatch,” Giordanetti says. “Gentlemen go for unexpected design details – you see this in our Irony line that has a more ‘classic with a Swatch twist’ design approach. We also have the new SISTEM51 (above), which is the first mechanical movement to be made of 51 components and only one screw.” 

Swatch’s new Big Classic range (from £76.50) is also in line with this philosophy: it’s an unfussy family of watches with big, 41mm dials in contemporary colours, from petrol blue to eggshell and silver. In short, elegant but edgy – if this is the future of Swatch, we like it

BigTimeUK.com