SWATCH GOES BACK TO 1984 IN BIOCERAMIC

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Delivering retro designs with a responsible 2021 twist

Biel: The latest chapter of the Swatch bio-innovative story taps into 1984, a standout year in anyone’s books. We’re talking about the presence of influential icons and pioneers. It’s when Prince’s Purple Rain, Madonna’s Like a Virgin and the video game Tetris were released. Not to mention, Swatch entered the Guinness Book of Records in 1984 with the construction of a giant watch displayed on the headquarters building of the Commerzbank in Frankfurt, weighing 13 tons and 162 meters. It’s also the year after the brand first opened its doors and started a technicolor timepiece revolution.

Time is what you make of it, and Swatch has been making its mark on the world when it comes to innovation and self-expression. With its latest 1984 Reloaded collection, the brand looks to its roots for inspiration and combines a set of its original and most coveted 1984 designs with BIOCERAMIC, a new achievement in responsible materials. The unique mix of ceramic and bio-sourced plastic derived from castor oil delivers a robust, lightweight material offering scratch resistance and a tactile ‘soft touch’ finish.

As far as the details go, 1984 has never been so 2021. Five models offer reinterpretations of some of the early, standout Swatch watches and capture the liberating fun and frivolity of the decade.

For all the hits and misses that 1980s fashion racks up, there’s a strong resurrection of its trends on the street. The New Gent and Gent channel some of the most iconic colorways of the decade, like yellow, red, black, grey and white and pairs them with strong monochrome graphics on the dial. However, it’s the BIOCERAMIC case and bio-sourced material strap and loop that bring the 1984 Reloaded models bang up to date.

The white New Gent and grey Gent are also available as a special set. The two 1984 Reloaded models look to the anti-modernist Memphis design movement for inspiration and come with a matching special edition packaging. Featuring bio-sourced and BIOCERAMIC materials, the white New Gent has a multicolored dial, while the gray Gent features a monochrome dial design.

The Swatch 1984 Reloaded collection will see a retail and e-commerce launch on 7th October 2021. Expect to see more on the bio-innovative Swatch story in the coming months.

About Swatch: 

An iconic provocative timepiece that saved the Swiss watch industry, thanks to its  visionary founder Nicolas Hayek. Colorful, happy, loud, shrill, and forever re-interpreted in different ways. Swiss Made and, thanks to industrial production and only 51 parts, available at a democratic price. Since the “second watch” was born in March 1983, hundreds of millions have been sold. In a very short space of  time Swatch has become one of the most famous brands in the world – and all the while remaining true to itself. On average, a new Swatch design is created once every one-and-a-half days, keeping time as part of a monthly or as a Special Collection. Known for revolutionary concepts, creative models, and the pleasure it takes in provocation, Swatch loves to keep on surprising its audience. Swatch watches are a popular canvas for artists working in a great range of styles, and arguably the world’s largest art gallery on the wrist. The Swatch Art Peace Hotel in Shanghai offers (artistic) freedom for artists-in-residence from all over the world. With its commitment to niche sports and the Swatch Proteam, the watchmaker has paved the way to popularity for disciplines like Freestyle Skiing, BMX, and Surfing. But be careful – Swatch is addictive: Swatch Club numbers several hundred thousand members.