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 technicolour 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.
As part of Expo 2020 Dubai, 192 countries participating in this year’s event will each celebrate a National Day. Swatch is getting in on the act with its exciting Swatch Calling initiative, inviting emerging artists from each nation to create a canvas celebrating their country’s culture for the brand’s 'Swatch X You' customization platform.
The chosen canvases will be launched on the occasion of the relevant National Day on 'Swatch X You' international channels. The initiative is a celebration of global diversity through art and marks another first for this year’s event: the 'Swatch X You' customisation platform will be available in the United Arab Emirates.
The Swatch 1984 Reloaded collection was launched on October 7, 2021 and is available across all the Swatch stores at Expo 2020 Dubai.
