by sara bertoni
I still remember when, 10 years ago, Swatch was THE WATCH to have! People wanted the latest limited edition of this amazing watch and if you couldn't have it, well... you were out.
The Swatch stores in Amsterdam and Rotterdam have been recently entirely renovated and I was invited to the opening. I was really curious to see if my old loved watch could take my heart again.
Right in the center of Amsterdam, the shop is fresh and full of colour, perfectly reflecting the image of Swatch. The design, with its green and blue lights vitrines makes a great impact, especially alongside the blue floor, the mirrored ceiling and the flatscreens that show sport, fashion, lifestyle events.
As soon as I entered my attention went straight to the limited edition Valentine’s Day, Swatch Voodoo Feel my Love. Its special packaging includes a voodoo doll, 5 pins and love card. A perfect gift for the lover who will love you forever (or else!). But, this is not the only news...
The new Spring-Summer Swatch collection has 5 colourful and dynamic themes:
Shades of Pleasure speaks to the businesswoman whose refined tastes are never in doubt. Salt and Salsa takes up the energy, verve and sunny dispositions of the Caribbean, while Artful Innocence evokes a woman’s memories of childlike innocence and artful play. In Rolling Waves, we sense the powerful waves of excitement rolling through the performers and the crowds at sporting events of all kinds, and Men, Naturally! explores the natural frontiers and dreams of high-flying adventure that colour every man’s world.
Salt and Salsa is a world of its own - the universe of Swatch. Everyone’s here to celebrate the pulsing, rhythmic dance of life. From urban signs and cyber-cities, the scene has shifted into the sun, where everyone’s dressed to play a part in a sparkling and spectacular performance. Extravagant and stylish or flamboyant and exotic, the performers move to the rhythms of Swatch as the night begins to come alive. The stage heats up with a burst of intense colours - jalapeno greens and reds and stormy, dark and iridescent hues. At the end of the night, in the soft and feathery light of dawn, these brilliant birds take flight, leaving the taste of salt on the skin and salsa rhythms in the air. This part of the new collection includes 13 models.
Artful Innocence is an attitude, a way of looking at life. The woman who feels this way remains a child at heart. She loves the little things that take her back into the world of innocent fantasy and long-lost, fun-filled days. She finds delight in kittens and dolls, in cute and cuddly toys and colourful cartoons. Something of a day-dreamer, the child within her loves to play with patches of paint and coloured papers, with mint and menthol greens, outrageous pinks and blues the colour of hyacinths in bloom. With its vibrant colours, flowers and sunshine all around, the world of this artfully innocent woman is bright and filled with joy. The child in her is an artist, too, and the memories painted in her notebooks bring quiet smiles as she looks back upon the happiest of days. This part of the new collection includes 12 models.
Rolling Waves is for people with a passion for sports and leisure time. Sport matters more than business in their world, and they revel in the pleasure of physical exertion, in the power and thrills of extreme performance, and in playing just for the fun of it. They love a challenge, and rise to each occasion with cries of joy and shouts of triumph when they reach their goal. The key materials at play are silicon rubber, neoprene and injected plastics, and the look and feel of performance sports is reinforced with anthracite and white, bold yellow, blues and greens and multicoloured stripes. This is, after all, the art of the body, moving fluidly and easily, riding rolling waves of energy and power. This part of the new collection includes 5 models.
**Men, Naturally! **opens a window on the man who feels at home in a cool and contemporary environment. Strong-willed and decisive, he has an open mind, a fresh and modern outlook, and a built-in drive to explore the natural world. Drawn to the frontiers of adventure and beyond, he cultivates the soft and casual look of luxury, where everything seems coloured in a warm, rich shade of gold. It’s the look, too, of open skies and clear water, of indigo, lavender and stone, of subtle shifts of moody weather into greys and earthy greens and marble tones. Leather plays a prominent role, dressed and crisp or plush and softly natural. Caramel and honeyed shades of aluminum and steel offer a complementary note of warmth. This man and his environment form a natural machine.
So, what's next ??? of course the Mother's day limited edition Swatch "My Beloved Mom", available from April 2007.
For more information: www.swatch.com
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