Swatch throws unforgettable fiesta for international delegates

It was a sight to behold: the first floor of the Swatch & Swatch Center along Arnaiz road was transformed into a busy barangay, a staging of the bustling streets of Manila we’ve all come to know and love. There were real pedicabs, tricycles and jeepneys inside the building, a baha (flash flood with real water), makeshift telephone poles plastered with posters offering tubero (plumber) services which were set up in the corners of the room; layer upon layer of fake electric wires dangled from the ceilings, next to multi-colored banderitas; a karaoke machine sat next to Virginia’s sari-sari store; an estero roof camouflaged a photo booth; and tables were covered in whimsical fruity patterns. The vivid colors from local artworks burst throughout the room, while fresh coconuts were passed around for guests to enjoy, as were bottles of San Miguel Beer. It was a night that showcased the best of the Philippines, as the iconic horology master welcomed international delegates fiesta-style for the annual Swatch Regional Conference. 

For the first time in history, the conference (usually held in Switzerland) flew its 53 delegates and VIPs to Manila as the first of three destinations — the other two being Milan and Miami — for the month-long sales and marketing event. Knowing that Manila would be the first stop, Swatch Philippines president Virgie Ramos threw a fete that would surely be remembered. With creative and visionary set designer Gino Gonzales taking the lead, delegates got to experience what a traditional fiesta in the Philippines is like. And Gino did not hesitate in going above and beyond to make the Philippine experience complete, supplying even the smallest of details (from coffee served in a ‘70s vintage thermos, to jeepney art signs that you could take home); it was an impressive showcase of everything very close to our hearts that we would want to share with our international friends. 

First, guests were driven to the event in air-conditioned stretch jeepneys. Upon arrival, they were asked to work hand-in-hand to create a giant Christmas parol, which was later hung from the façade of the building. Then, each person was given a banig wallet with a wad of cash inside (faux cash, that is), which they could use to “buy” food and goods. The first floor was transformed into a street food fair, filled with stalls serving everything from lechon to fresh sugarcane juice, taho and sorbetes. A hit with the crowd was the super juicy wagyu barbecue. And guests never stopped flocking to Virginia’s sari-sari store, where the delegates did not hesitate to “haggle” for some Pinoy-crafted souvenirs, excitedly paying “vendors” with their play money. There were graphic artists who painted names and personalized miniature jeepneys, which the guests could take home.

After gorging on local delicacies, guests were joined by local personalities and Swatch ambassadors Billy Crawford with Coleen Garcia, Matteo Guidicelli, Mikee Cojuangco, Derek Ramsay, Anne Curtis and National Artist BenCab.

The Swatch fiesta was an ideal way to welcome guests, as a true Pinoy gathering is never complete without food, music and laughter. But Swatch Philippines made it even more apparent how truly creative, joyful and hospitable Filipinos can be by painting a colorful picture of our beautiful culture. It’s no wonder that the VP of sales for Swatch International, Gonzalo de Cevallos, wrote on Virgie Ramos’ Swatch: “You bring soul and life to Swatch. Happy next 25 years with Swatch!”