Introducing the Swatch x BAPE collection
- Swatch has teamed up with streetwear-maker BAPE
- The Big Bold Collection features bright, chunky, textured watches
- The collaboraton was inspired by urban street culture
For 36 years, Swatch has remained on top of its game and continues to show no signs of slowing down.
To prove this, the brand launched two new collections to much excitement: the Big Bold Collection and a collaboration with BAPE. Both closely related, the watches are noticeably larger than usual models and come with a kick from urban street culture.
We spoke with Swatch international vice president and COO Gonzalo De Cevallos about how the collaboration came to be, what the importance of streetwear is, and the future of the Swatch brand.
Can you tell us about the Big Bold Collection?
The Big Bold Collection is the biggest watch that we have in our plastic collection. It has its own spirit, personality—really very special, something totally unexpected. We're really excited to see the result of this launch in the Philippines, because the Philippines is one of our biggest markets in Asia. I'm sure the customers are going to love this new collection.
How do you come up with new designs?
We have a team working in the creative department called the Swatch Lab. They create with absolute freedom. I think this is one of the keys of the success of our brand—that we have a lot of creative people working with absolute freedom to come up with new proposals. They know that we want to be disruptive and that we want to bring new things to the market.
What I can tell you is that, 30 years after working in the company, every time I go and open the door of the studio, I'm still surprised at what they're doing. They still keep the same spirit, and continue to have passion for what they're doing.
How much of a challenge is it for Swatch to keep innovating and keeping its status as a trailblazer?
Well, marketing for us, obviously, is a very important part of the strategy. We have to communicate our products. The production department and marketing department have always worked together.
I would say that communication for us has changed a lot. We're going more from the traditional to the digital, more on social media. This, obviously, obliges us to have new talent in the company and to really bring the right people in. They have different discussions on where to go because digital sometimes isn't the same. At the end of the day, we need to come up with a global message, global communication.
Another important part is that we know we're a global brand, but we want to localize our brand and our products. It's exactly what we do in the Philippines. We have a fantastic partner here, and they know and understand the concept.