Paris’s elite luxury district wakes to fi nd it has a new neighbor, Swatch, at 16 Place Vendôme, known the world over for its high-end boutiques and stores. The brand creates a stir with its exclusive new collection, sold only at the Place Vendôme store, but at the always-accessible prices of Swatch, thus making luxury aff ordable for everyone.
In April, Life Ball partner Swatch has a special surprise ready for the year 2000, dedicating a “Life Ball” Swatch watch to the charity event for the benefit of AIDS help organisations in Austria. Based on the Apasionada Skin, the ultra-flat 3.9 mm thin case is the heart of the “Life Ball”. It is attached directly to a “Red Ribbon”, a worldwide symbol of solidarity with HIV positive and AIDS sufferers. The Life Ball Swatch, matching the avant-garde style of the Life Ball 2000 event, is not worn on the wrist but pinned to the jacket, dress or one of the extravagant outfi ts for which
visitors to Life Balls are known worldwide. The Swatch Skin Special is produced in a limited edition of 1,000 units and presented in its unique
packaging. Life Ball is available exclusively in Austria.
In May, Swatch shows a new, revolutionary way of surfing the net – by using one’s watch.
The cyber.commander (Swatch Gent) is used in combination with a special mousepad, to establish a connection with the specific address in the worldwide web quickly and simply. The software is activated as soon as the watch comes near the mousepad, as key details such as user name and the password are automatically transmitted from the watch to the computer.
In July, the world’s top fashion model, Naomi Campbell, is featured in a print ad campaign announcing the new Swatch Skin collection and running exclusively in Japan. This is the fi rst time Naomi has taken part in a Swatch advertising campaign destined solely for the Japanese market. The campaign, “The Skin of Naomi”, shows her face and naked upper body, wearing only a Skin watch. Naomi attends the official launch event held in Tokyo in July.
The shrinking of time continues with Swatch.beat Alumini, 17% smaller than traditional Swatch.beat models but with all the same functions (2nd time zone, chronograph, count-down, timer, alarm and internet time). Swatch adds the Alumini to the already established Swatch.beat Aluminium collection. The new model, geared for Generation E, shows the Internet Date and has an Internet Alarm.
The first square Swatch watch turns a new corner on fashion when the collection hit the streets. Don’t be too square is good advice, because at 3 or 5 cm2 and with straps in different widths, there’s no limit to the number of watches to be had.
After a series of gruelling tests designed for the most well-known diving watches, the Swiss Official Chronometer Testing Institute declares 2,000 Irony Chrono Scuba 200 Sea Counter models “certified”.
Positive provocation takes a new step as Swatch launches Swatch Bijoux, a jewellery collection made with unusual materials like nylon, silicone, etc, giving those people who love Swatch watch on their wrist a chance to wear it on their fingers, neck and ears.