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.
David laChapelle is an American artist and director who works in fashion, advertising, and photography. Distinguished by his original and humorous style, his provocative, comic, and fantastical images are widely distributed in fashion magazines and in the world of music and entertainment. In the 1980s LaChapelle gained popularity through his work as a photographer for a popular magazine ; he has since directed music videos, theatrical events and made a number of documentaries. His work is featured in major galleries and museums around the world.
LaChapelle’s creation for Swatch features a picture of the extravagant model and transsexual icon, Amanda Lepore. Surrounded by the blue and gold nimbus of a King Tut-like headdress, her face radiates a redlipsticked smile. The strap is printed with various collaged images – a racy red car crash, a near-nude model. With all its red-nailed, performed femininity, this watch has as much going on as a fashion socialite, from the glitzy red, blue and gold palette to Lepore’s arched, flawlessly painted eyebrows. Humorously titled Time Tranny (GZ163), this irresistible piece is the delightful and surprising work from a provocative and edgy artist.
Genteic Code (GZ164)
genetic Code, the Club Watch 2000, is a white, transparent Jelly, designed to celebrate the new
millennium and the birth, seventeen years previously, of the fi rst Swatch. Stamped on the twelve o’clock strap is
the number 001.003.0083, which translates into March 1, 1983. Each genetic Code has a unique watch code,
identical to a unique membership number assigned to each Club Member. Also printed on the strap are
the words “SW.TCH GENETIC CODE” – the source, perhaps, of the term “brand DNA” ? Special packaging
is a cool test tube with a red stopper.
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 specifi c
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.
Sydney 2000 Olympic Games – Once again, the eyes of the world turn to the Olympic Games and to Swatch as the Offi cial Timekeeper. For the fi rst time in the history of the Olympic Games, Swatch posts photo-finish results for a dozen disciplines on the internet. The launch of an Olympic watch collection drawing on the landscapes and cultures of Australia commemorates the Games.
New disciplines are represented on the Swatch Proteam : athletics, with the Australian sprinter Nova Peris-Kneebone (AUS), and triathlon, with the future Olympic gold medal winner Nicola Spirig (SUI). The Swatch Proteam 2000 includes not only the legends Tony Hawk (USA), Hans Rey (GER), Arndt Schaeftlein (GER) and Shaun Palmer (USA) but also consists of snowboarders Xavier De Le Rue (FRA), Nillard Pilavakis (USA), Ueli Kestenholz (SUI), Andy Finch (USA), Andrew Neilson (CAN) and Steve Klassen (USA) ; skiers Hans Petter Buraas (NOR) ; mountain bikers Thomas Frischknecht (SUI), Sari Jørgensen (SUI), Steve Peat (GBR) and Kirt Voreis (USA) ; surfers Conan Hayes (USA), and Christian Fletcher (USA) ; windsurfer Rush Randle (USA) ; Beach Volleyball teams Vergard Hoidalen & Jørre Kjemperud (NOR), Paul & Martin Laciga (SUI), Laura Bruschini & Annamaria Solazzi (ITA) and Sandra Pires & Adriana Samuel (BRA) ; skateboarder Andy MacDonald (USA) and basketballer Carlton Myers (ITA).
A new format enriches the product line with cases in two square sizes, 5 cm2 and 3 cm2. And just in case you didn’t get the message, the crown is square, too, and so is the packaging.
SWATCH IRONY SCUBA 200 CHRONO
The rugged diver’s watch continues to win new customers. The latest addition to the family is water resistant to a depth of 200 meters.
SWATCH IRONY CHRONO MEDIUM
Advancing technology brings a new, smaller chronograph movement that makes the Medium Chrono possible. The new dial measures 26.40 mm in diameter – 5.60 mm less than its ‘big brother’.
A cool hybrid combines the fashionable elegance of Skin with cyberspace technology. Digital clutter disappears with a display that features just two basic functions : regular digital time and Internet Time.
Swatch enhances the Beat Aluminium collection with the new Beat Alumini, featuring Internet Date and Internet Alarm and a case of modest dimensions.
SWATCH BIJOUX (2000)
Swatch debuts a completely new line of products. Stylish, colourful jewellery is presented in families, enhancing the range of aff ordable accessories for fashion-conscious consumers.