Swatch celebrates 30th anniversary with SWATCH Faces

It’s time to get the cake out and sing happy birthday as Swatch gets ready to celebrate its 30^th birthday. What is the best way to celebrate? With the launch of a new collection of watches, of course!

Beginning their journey in 1983, Swatch was the leader of a watch revolution. Focusing on plastic watches, shoppers were shocked by the affordability and use of material. Accustomed to metal or silver-plated watches, Swatch offered style, but mixed with an artistic flair. Collaborating with artists Kiki Picasso, Keith Haring and even Moby in the past, they quickly became associated with the art scene. Plastic watches were no longer cheap, but a canvas of sought-after design.

Naturally, it only seems applicable for the launch of SWATCH Faces – their newest range – to embrace the Swiss watchmaker’s heritage and continual dedication to the global art scene.

Painters, sculptors, video artists, filmmakers, musicians, photographers, designers and conceptual artists have united with the brand to design “art for the wrist”. One of the notable designers is Casado, an artist in residence at The Swatch Art Peace Hotel in Shanghai in 2012. Creating a watch named OFF, the unusual design is definitely one you wouldn’t want to take off. With an eclectic mix of vibrant colours, he has mixed a controlled fusion of graphic design, with a gentle limited edition painting to accompany the watch.

Alternatively, GOTO DESIGN have created both BLUE WILD FACE and WILD FACE for the brand, which offer a bold and funky exploration of the split personality of Dr Jekyll and Mr Hyde. Creating a colourful, fantasy-born monster, the black strap clashes against the bright design of the watch face, making the design distinct and bold.

In addition to an array of impressive watch designs, Swatch has partnered with Venice’s contemporary art exhibition, la Biennale di Venezia. Taking place from the 1^st June until 24^th November 2013 with their own exhibition booth, the watch collection really does become a work of art; one which will leave all individual watch lovers itching to get one of the new watches on their wrists.

Isabella Stockwell

To view more watches from Swatch, click here.