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
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A celestial New York exhibition showcases Roman and Williams’ mastery of lightingLauded design studio Roman and Williams is exhibiting 100 variations of its lighting ‘family tree’ inside a historic Tribeca space
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Take a bite: Laila Gohar and The Luxury Collection’s ‘Cakes & Candles’ are a sweet treat for the sensesLaila Gohar’s six cake-inspired candles draw on The Luxury Collection’s hotels around the world – where guests can enjoy matching edible confections
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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
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Buying time: Swatch makes paying with your watch a breezeThe SwatchPay! lets you pay with a single flick of the wrist
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Swatch and the Keith Haring Studio take the MickeyThree new watches make up the Disney Mickey Mouse x Keith Haring collection
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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
