Swatch S/S 2014 press day

Let’s talk watches. Yesterday was the Swatch press day and we can honestly say this year’s collection is totally awesome. Swatch embraced creativity to the fullest; each collection has its own unique theme with inspiration ranging from concepts as abstract as sweets to create the straps, to neon colours to welcome summer.

What we really like about this year’s collection is that there’s a watch for everyone. The watches bridge the gap between all ages. So if you’re big on colour no matter how old you are, there’s a watch to suit you. If you’re a football fan, there’s a football-inspired collection with a changeable loop to match the country you support.

But that’s not all. There’s also a Valentine’s Day-inspired collection. So if you’re looking for a present for your loved one and red happens to be her favourite colour, we would definitely recommend a Swatch watch. And for those looking for mother’s day presents, Swatch hasn’t forgotten you; there’s a mother’s day-inspired collection that comes in the cutest box.

Swatch also collaborated with German artist Olaf Hajek to create a watch with colours and patterns that make non watch-wearers want to wear Swatch.

Obviously we can’t forget the classic theme: A Touch of the Timeless inspired by elegance and beauty with a hint of pleasure and a desire for perfection. This collection is Swatch at its best: exciting and explorative yet timeless and essential.

The glamorous theme explores the ideals of glitz and glitter, with a range of watches embracing smooth metallic surfaces. This collection wasn’t intended for the average lady but if you’re one who loves to be adorned, then this just might be the watch for you.

There’s the tribal theme where traditional African patterns meet bright, exhilarating colours while the urban theme – described as “shape shifters take over the night” – dares to question your identity with trend-wise camouflage and vibrant, post-modern collage-inspired designs.

The summer collection is all about bright, bold colours. Culture Candy – a theme inspired by the art of making sweets – is sure to put a smile on anyone with a sweet tooth. Finally, for the lovers of patterns  there is a collection dedicated to micro-patterns and fabric prints to reveal a keen sense of style, tempered with casual timeless elegance.

Fiyin Fakoya
Photos: Alejo Garcia