Our world may have shrunk to the size of our living room, but this hasn’t deterred a host of brands who are finding inventive ways to beat the malaise whilst staying connected.
Swatch is the latest brand to offer a break from reality, creating a playful campaign centring round an Instagram hashtag. #SwatchTakesMePlaces invites residents from 30 international cities to share anything that takes their fancy – be it tips, recipes, knowing cultural references - inviting others into the secret echelons of their city, albeit virtually.
Each destination links to its own Instagram page illustrated by a poster, which depicts the tongue-in-cheek stereotypes in Swatch’s bold and familiar hues. In a shrewd move, a handy tool on its website lets you digitally translate these cityscapes onto the blank canvas of a watch. Tweak and zoom in on your favourite fragment of the cartoonish maps, and it will be circled around your wrist in the blink of an Instagram minute.
Paris, left, and Tokyo, right
INFORMATION
-
Revolutionary Apple icon designer Susan Kare unveils a playful jewellery and objet collaboration with Asprey StudioAsprey Studio's new collection, Esc Keys, brings digital artworks by Susan Kare to life
-
What is the role of fragrance in contemporary culture, asks a new exhibition at 10 Corso ComoMilan concept store 10 Corso Como has partnered with London creative agency System Preferences to launch Olfactory Projections 01
-
Jack White's Third Man Records opens a Paris pop-upJack White's immaculately-branded record store will set up shop in the 9th arrondissement this weekend
-
Watch this space: Omega and Swatch’s collaboration is out of this worldOmega and Swatch have united to create the Bioceramic MoonSwatch collection of 11, planet-themed watches
-
Buying time: Swatch makes paying with your watch a breezeThe SwatchPay! lets you pay with a single flick of the wrist
-
Swatch and the Keith Haring Studio take the MickeyThree new watches make up the Disney Mickey Mouse x Keith Haring collection
-
Spotted! Swatch and Damien Hirst take the Mickey -
Chain gang: jeweller Veronika Fabian’s Swatch Artwork Prize links -
Fashion-driven watch brands chime in on London Collections: Men
