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
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/031c5969-86fd-4d20-ac05-357104a0a70a_rw_1920.jpg?h=d2a315839e9a0638e802fa44a6fa6466)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/f3e2595d-286e-42ff-ae79-daef7de63fee_rw_1920.jpg?h=9adc29c40c512009fdb8d50a2fc36916)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/58d99ea9-7863-4974-8c2a-f2dac581e96a_rw_1920.jpg?h=1ec4f5355c2667488b37238e8cb740a9)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/9886a37f-7c24-411f-a563-97ec67f1bf28_rw_1920.jpg?h=b6e6d22f98e61e0d484f16830b4e371c)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/432c7436-317e-4172-805b-38f72ad0af18_rw_1920.jpg?h=d0e17137de7557b8002df6226072a4c8)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/2b896047-ba1a-4545-b880-fa1ee3f891df_rw_1920.jpg?h=e5fce5607bce5ec88576bcb7a4454106)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/cc298c9e-94cf-4f11-8320-9d5a8b16d126_rw_3840.jpg?h=03380a4d6159a311f12d2abb03cb692a)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/80ea3d10-c232-459d-96ba-ccee20485f51_rw_3840.jpg?h=210ab9109798042925fd845f0b8d801f)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/5e2da5a3-14ec-499f-9a8e-53d51b44a402_rw_3840.jpg?h=841bfaef95e6309d91943ff97b009162)
Video
Does anybody really know what time it is?
Does anybody really know what time it is?
Instagram
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/00db7c42-e8c4-435d-86f8-a77e7394fdeb_rw_1920.gif?h=81dc7559c98d6b109043cd14ca3d80ef)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/357d3d55-65ab-495a-afef-a7db91498cd1_rw_1920.gif?h=8828248b987810ddb68a0d30522d0199)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/633b381d-6604-43fc-856a-8d5401cf600f_rw_1920.gif?h=f0383bb0ae238ebf1227e30bdd656275)
Twitter
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/e01d9c9e-2eac-411c-b6e3-d58fac4bf832_rw_1920.jpg?h=a134a6eedd9044f4babd24b807a0b258)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/165e3706-c7a9-4b54-b0b2-040cd0336a71_rw_1920.jpg?h=515fbc65ecd44cd59fb197bada802e37)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/a61d4f93-28b3-46df-98b4-b96ede437ba8_rw_1920.jpg?h=66d7e6379737ba2f6ccc1fd99f86e229)
Don't Watches
A special edition line of watches with dials designed to be ignored.
A special edition line of watches with dials designed to be ignored.
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/4c9a3e30-bf9f-4208-a327-a748124f7baf_rw_1920.gif?h=5e6248d0e6d32606c2d96862488bb477)
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/58652370-c9cf-4092-8cee-31a1fdb4fe62_rw_1920.jpg?h=846dad157affd4b92ccc51397d7f60ca)
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.
A collaboration with the MoMA featuring artist installations focused on the concept of time.
![](https://cdn.myportfolio.com/d0a942158c3636f3ef18c868bf171e27/fed9ab6d-077c-44f8-9aa4-a4984abbbd34_rw_3840.jpg?h=62e532f997cc8e113f97ea44887265b4)