City and creation: landmarks of contemporary living space.
To strengthen Swatch’s global connection with new targets through creation and art.
Turning Swatch into the main player in a unique project involving local action and an international impact.
Reviving the brand’s legendary connection between children, art and creativity.
Demonstrating Swatch’s awareness in identifying the disciplines, formats and creators of new youth culture.
Drawing interest from international creative and artistic mediums with a global impact on communication.
Swatch Cities is a large-scale project drawing on many of the elements in which we specialise: reconfiguring the coordinates of a large international brand into a modern environment, redefining its role and commitment to society and reconnecting it with the creative areas of its DNA.
Swatch has been an accomplice brand for artists since the origins of its long history of iconic collaborations. Standing out for its pioneering spirit, Swatch took a gamble on new creators and disciplines when nobody else would. Our challenge was to strengthen the brand’s connection with art, updating its fields, involving new creative generations and proposing a new model for action in contemporary urban spaces.
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.