By KERRY TINGA
Over the decades, the Swatch brand has come to not just tell the time, but to say something of the times.
Unlike other watch manufacturers, Swatch evolves to reflect what is new, what is current, and what is of the age.
“Swatch comes from second watch,” Gonzalo de Cevallos, vice president and COO of Swatch International, reminded us. “There is the watch from the father and the father’s father that people will wear for graduation and important ceremonies. Meanwhile, Swatch is about function and emotion, for people to wear every day.”
BOLD IN MANILA
This year, Swatch introduces its brand new Big Bold collection, inspired by bold ideas and designed for even bolder personalities. The six watch models take their cues from urban streetwear and culture, with each Big Bold watch a statement piece boasting a striking 47mm watchcase.
“We wanted something bold and unexpected,” said de Cevallos. “It’s the perfect moment to introduce a bigger, bolder watch.”
At the Swatch Building, Swatch Philippines launched the Big Bold line with a “big” and “bold” event. The perfect showcase for the collection, the space was transformed into a vibrant party that roared on late into the night and into the early morning. The event also marked the 30th anniversary of Swatch Philippines.
“Swatch loves the Philippines, I love the Philippines. I am lucky to come here at least once a year for Swatch,” he continued, remarking on the wonderful local partnership with Virgie Ramos. “She is amazing. She is why we are so successful here.”
Hosted by the boys of Perea Street, the party featured performances by Butta B, Bret Jackson, and international DJ Yeti Out. On the floor, guests erupted in spontaneous performances of their own, cheering each other on.
Guests were dressed in the trendiest streetwear brands styled with low-key finds for that air of effortless streetchic. Still, the standout accessory of the night were the Big Bold models: BBBlack, BBBlue, BBBlood, BBBlanco, BBBubbles, and BBBeauty
The Big Bold models have contrasting 3D prints on the dial, as well as the strap in the main color highlight, while subtly-toned backgrounds flatter in bold, contemporary design.
On everybody’s wrists, the pieces call out for those who are not afraid to put themselves upfront, for those who are proud to be different.
“It is like I’m at The Ruins or something,” someone enthusiastically mentioned.
Swatch Philippines tapped into the modern Filipino youth scene usually found at Poblacion or along Chino Roces for their nights out. They are the young artists and influencers shaking up a whole youth movement that easily competes with global cities like London, New York, and Tokyo.
It has been said before that history is made at night. As the revelers danced on, their Big Bold watches, with super-luminova arrow-shaped hands, point their next move to the right direction.
BIG IN JAPAN
“Japan has its own style. They really know how to dress, especially on the streets,” de Cevallos observed, having just come from the Tokyo world launch of Swatch x BAPE.
Founded in 1993, A Bathing Ape— also known as BAPE—revolutionized the urban culture and streetwear to the lifestyle trend it is today. Starting the back streets of Ura-Harajuku, BAPE took Japan and the rest of the world by storm.
Loved by the young and young at-heart, BAPE proves to be the perfect collaboration partner for Swatch, which is known for its artistic brand collaborations with the voices of their generation.
The collaboration features six new limited-edition watches dedicated to mega-cities and the world: Bern, London, New York, Paris, Tokyo, and The World. All six models are designed with a signature BAPE camo pattern, as well as the Ape Head logo on the hour hand and lower strap. An enhanced Swatch logo is evocative of the watchmaker’s debut in the 1980s.
The Big Bold BAPE The World shouts out to big personalities, celebrating our globalized and beautifully diverse world where people come together to bring out the best in each other. With a limited supply available, it is sure to be a sellout collectible.
The Swatch Big Bold BAPE The World is available in the Philippines at the Swatch Shops in SM Megamall and TriNomaonly.
The Swatch Big Bold collection is available at the Swatch Shops in SM Megamall, Glorietta 1, Glorietta 4, Greenbelt 5, TriNoma, Market Market, Alabang Town Center, SM Mall of Asia, SM City North EDSA, SM Southmall, Greenhill V-Mall, Shangri-La Plaza, Robinsons Plaza Mall, Sta. Lucia East Grand Mall, Ayala Center Cebu, and SM City Cebu.