First bio reloaded watch
In September 2020, the new collection “1983” was introduced. A contemporary interpretation of an iconic watch design, using bio-sourced materials and innovative technologies.
Swatch has always had its finger on the pulse – since the brand’s founding in 1983. Swatch is part of Swatch Group, the largest watch maker in the world who is active in 50 countries. The enfant terrible of Swiss watchmaking is now introducing its latest innovation: a collection of timepieces cased in materials sourced from nature. This year marks the first time a watchmaker has succeeded in replacing all conventional materials by bio-sourced materials in a series production environment.
Stepping into the world of sustainability.
When Swatch approached us with the desire to reimagine its brand globally, our creative juices got flowing right away. With Gen Z and Millenials demanding brands to be authentic and care for People and the Planet, we envisioned a new route that would change the brand’s messaging over time from product-based communication to value- and purpose-led messaging.
The launch of their first ever bio-sourced watch in September 2020 was the perfect start of this journey, but we had to keep in mind that such a culture change cannot happen over night, and we needed to slowly lead their audience into this new area and mindset.
We consulted and accompanied the Communications, Advertising, Product Development, and PR team at the Swatch headquarters in Biel, Switzerland, on their global strategy of brand building and PR messaging around this new topic of sustainability with the goal to humanize their brand. We also consulted them on their Corporate Social Responsibility strategy in order to walk the talk and gain credibility in the sustainability arena so that Swatch can become a thought leader in the field over time. The brand and culture change strategy will be implemented on a step-by-step basis that is planned to become fully visible and operational over the next few years.