STREET CULTURE TAKES OVER – SWATCH LAUNCHES URBAN EXPRESSION
Swatch revels in street culture, bright lights and the rhythms and noise from cities across the world in its latest Autumn / Winter collection. Inspiration behind the new range comes from colourful murals and expressive artwork often found on streets; flamboyant prints and quirky slogans can also be found in the designs from Urban Expression.
Highlights include GENERATION 27 which nods to the popular notion of the 27-hour day, variously said to be the number of hours it takes a man to do what a women accomplishes in 24, or the extra-long day a woman creates by doing several things at once. Urban legend also has it that 27 is in fact a reference to the exclusive « 27 Club » whose membership is apparently limited to musicians who have died at the age of 27, among them Brian Jones, Jimi Hendrix, Janis Joplin, Kurt Cobain, Amy Winehouse.
The diverse collection also includes an ironic take on a black and white Original Gent with ‘sorry not available in colour’ depicted on the dial. A second model inspired by tag-writers and street culture is THIS MOMENT with its call to mindfulness in the form of a two-part zen-script that writes and un writes itself as the hand and time passeson the watch: BE HAPPY FOR THIS MOMENT — THIS MOMENT IS YOUR LIFE.
Launching in stores on the 15th August.
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