A Swatch is not a Rolex or a Cartier. It's not a precious timepiece. It's not a pretentious symbol of status. It's a fun accessory that happens to tell you what time it is. 
Besides, time is a construct and the best times are the times that we have no clue what the clock says. So lose track.
Print & OOH
Does anybody really know what time it is?
Don't Watches
A special edition line of watches with dials designed to be ignored.
Lose Track Event Series
Wearing your Special Edition Don't Watch can unlock a variety of add-on experiences at events and exhibits year-round.
Lose Track @ MoMA
A collaboration with the MoMA featuring artist installations focused on the concept of time.
Made with Upasti Basappa
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