Swatch is not a precious timepiece. Swatch is a fun accessory that happens to tell you what time it is, if you choose to ask. However, we'd rather you didn't. Because the best time is the time you lose track of.
Print & OOH
Video
Does anybody really know what time it is?
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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.
Lose Track @ SXSW
We would open the Forever 5 o' Clock bar for SXSW visitors to enjoy 24 hours a day, seven days a week. The bar would be forever bathed in the glow of a mid-evening sunset.
Made with Upasti Basappa
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