SWATCH at 25: Cool as ice
This year, Swatch is 25 and I am particularly happy to be a part of the world of Swatch. This Tuesday, Dec. 2, will mark the opening of a new Swatch Store and a 25th Swatch birthday celebration at Greenbelt 5 at 6:30 p.m. I am sure it will be another first!
For many years, Swatch has established an enviable reputation as an all-around innovator, applying its creative smarts to everything from research and technology to product design and manufacture, communication and retail distribution.
The creativity and limitless innovation that characterize Swatch watches are just as evident in the wide range of events that bring more and more people into the world of Swatch. From product launch events and celebrations of Swatch watch number 100 million and 330 million and, soon, 400 million (!!!) to high-visibility sponsorship of the Olympic Games in Atlanta, Sydney and Athens, Swatch has shown the world it knows how to party, too.
Swatch also creates a lot of excitement with its continuously amazing products. It chose to launch an extensive collection featuring the 22 villains of the James Bond franchise.
Has Swatch gone to the dark side? In a provocative and mischievous move, Swatch has decided to align itself with the enemies of the world’s greatest gentleman spy. “We’ve discovered the dark side of the myth,” said N.G. Hayek, also known as Doctor Swatch. “And we love it.” It’s absolutely fascinating.”
As the news raised eyebrows in London, Berlin, Paris, the notorious inventor of the plastic watch hastened to explain his intentions. “It’s the art of the villain that interests us. In Ian Fleming’s novels and all the Bond films, the villains play a crucial role. And if Bond is alive and well today, it is thanks in no small part to the enduring power of his enemies.”
Looking at the photos from the past many years, they all represent the spirit of Swatch — the determination to challenge the limits of performance and to embrace the joys of life.
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Mikee Cojuangco-Jaworski is currently director Equestrian of the Philippines, spokesperson for anaKTV (Southeast Asia Foundation for Children and Television), Gawad Kalinga volunteer, spokesperson for Learn Without Fear (Plan Philippines, www.plan-international.org) — and forever a Swatch lady!
