To do this, we created Swatch Cities, an international mobilisation project which organised events, conferences, exhibitions, concerts and artistic projects in Madrid over the course of several months. It also included a scholarship programme for young creators between the ages of 18 to 30: Swatch’s creative natives. In this way, we strengthened Swatch’s role, and gave it a new lease of life as a driving force behind new artistic generations, connecting the brand with the new environments and languages of creative youth culture.
With high-visibility icons like the limited-edition vinyl produced with five of the city’s emerging bands, the Boa Mistura art collective in the San Cristóbal market or the Swatch watch they created to commemorate the project.
Company website: www.swatch.com