Fashion & Jewelry, 23. January 2022 - By G. Mauer

SWATCH, A declaration of love on the wrist

Just in time for Valentine's Day 2022, Swatch is launching 3 new watches,

the LOVE O'CLOCK and the Swatch X You designs.

The Swatch LOVE O'CLOCK and the Swatch NEW GENT BIOSOURCE together with the little hammer to smash the safety glass of the packaging

©Swatch Valentines day still life collection light

A declaration of love on the wrist - Just in time for Valentine's Day 2022, Swatch is launching 3 new watches dedicated to love. The LOVE O'CLOCK is available since 20 January in all Swatch Stores and in the Swatch Online Shop. The Swatch X You designs will be available from 25 January 2022.

The three models make no secret of their feelings. Love is a roller coaster and so the date window of the Love o'clock displays twelve different love vibes to choose from, a rainbow, an alarm sign, a love night and much more.

Rollercoaster of emotions

The LOVE O'CLOCK watch from the Valentine's Day collection features a white plastic case and white silicone strap. The white dial with contrasting black hands features a red heart and a date window at 3 o'clock showing various love emojis.

"In case of love - BREAK GLASS"

©Swatch Valentines day still life collection light

Share your life and your heart

The NEW GENT BIOSOURCED Swatch watches for Valentine's Day in red and white are a pair. Lying side by side, they form a heart that glows in the dark.

When you buy two watches, Swatch will include an original Valentine's Day "Break Glass" gift box. In an acute case of love, the glass is to be broken open with a small hammer. The HALF WHITE New Gent glows red, while the HALF RED New Gent is almost completely white. The case, the glass and the clasp of both watches are made of biobased plastic. The hearts on the dials are fluorescent. The manufacturer's recommended retail price ranges from 70 to 115 euros*, depending on the model.

The Swatch LOVE O'CLOCK and the Swatch NEW GENT BIOSOURCE glow at night thanks to their fluorescent dials.

©Swatch Valentines day still life collection dark

SWATCH, A little history

Swatch (which stands for Second watch) is about finding a watch that suits your personality and that you enjoy. The Swatch slogan says: "Time is what you make of it". 

Swatch was founded in 1983 by Nicolas Hayek and is forever associated with the 80s. It came at a time when the market was suffering from the Quartz crisis, the massive competition from Japanese Quartz watches. Nicolas Hayek turned the existing rules and conventions of the Swiss watchmaking industry on its head. The visionary turned his watch into a fashion, lifestyle and fun object. For Nicolas Hayek there was no difference between work and private life and a quote from an interview survives: "In my whole life I have never worked a day. I have always enjoyed myself, because what others call work is amusement for me."

The first Swatch watch was launched in Zurich on 1 March 1983 and it was considered "impossible". There were 12 different models, costing 50 francs.

The Swatch-Hayek philosophy, was that a watch would not remain a one-off for life, but could be interchangeable depending on the state of mind, season and environment. Nicolas Hayek wanted to offer watch lovers a second watch - that's what Swatch stands for.

Swatch was an immediate success, selling more than 1 million watches in its first year. Since then Swatch has created thousands of watches in a never ending creativity and fun. Swatch is also considered a pioneer of the fruitful connections between brands and art - starting with the famous collaborations with Kiki Picasso in 1984 and with Keith Haring in 1986.

Swatch watches have become famous not only for their creativity but also for their quality. The Swatch was developed as a plastic watch with an integrated movement manufactured in-house. Compared to other watches, the production of a Swatch was then 80% cheaper, because the assembly was completely automated and the number of parts was reduced to only 51. Swatch made headlines with the Swatch Sistema51 at Art Basel in 2013.

--------

Everyone should own at least one Swatch. It is always technically up-to-date, it is inexpensive and the brand offers an incredible variety. Through Swatch, one also enters the world of design, fashion and art. A Swatch is always about the moment and the spirit of the times; Swatch love watches will be a lovely reminder of Valentine's Day.

--

23 January 2022, by G. Mauer