Renowned for its legendary powder, massive jumps, and breathtaking mountain views, LAAX is one of the biggest and most iconic ski and snowboard resorts in Europe. Starting January 2026, we’re becoming its official watch partner, marking an exciting new chapter in our long-standing relationship.
Home to five snow parks, including the world’s largest halfpipe, LAAX is the ultimate freestyle hub and the stomping ground of top snowboarders and skiers, including Swatch Proteam athletes, snowboarders Patti Zhou and Mia Brookes.
Throughout 2026, fans can look forward to Swatch and LAAX bringing the energy, creativity, and community spirit that define sports through a dynamic series of events.
The action begins with the 11th LAAX OPEN, running January 14–18, 2026, where 250 elite athletes will take on the FIS Snowboard & Freeski World Cup, their last opportunity to qualify for the 2026 Olympics. More than a competition, the LAAX OPEN is a cultural celebration of snow sports, creativity, and community. Swatch will amplify to the event’s vibrant energy with the Swatch FreezeStyle ice bar.
To mark the partnership, Swatch designed a special model: the LAAX PAY watch. Available from January 15, 2026, at the LAAX Store, LAAX PAY features a sleek black case and strap with white lettering and is equipped with Swatch Pay ensuring effortless payments from first lift to après-ski.
LAAX has long been the beating heart of snowboarding culture, which is defined by individuality, creativity, innovation and bold self-expression, just like Swatch.
Through this partnership, we’re joining forces with the spirit of the sport itself, and bringing our signature energy, color, and playfulness along for the ride.
