POP Swatch 1996 - 2016

CHANGE OF GENERATIONS – THE NEW POP SWATCH

Text: Gisbert L. Brunner
Photos: Gisbert L. Brunner and Swatch

The 30-year-old Pop Swatch is born again. But the ingenious swap concept goes unchanged
Gisbert L. Brunner
Gisbert L. Brunner

Gisbert L. Brunner has been a journalist writing about watches since 1981.

On a strap, round your neck, in your pocket, on your lapel, on a table or on the wall: the POP Swatch works anywhere with the right accessory.

A quick refresher. In the autumn of 1986, Swatch launched a new version of the plastic wristwatch it had first unveiled in 1983. It had grown in diameter from 34 to a bold 47 millimetres. But what was particularly unusual was its clever construction. A single push was enough to get the case out of the frame. This meant you could wear the POP Swatch in a strap on your wrist, clip it to your lapel or carry it on a chain in your pocket. The POP Swatch was surprisingly popular, especially with the fairer sex, in spite of its considerable size.

POP Swatch 1986

What the POP Swatch looked like back in 1986 

30 years after it premiered, it was high time to give the POP Swatch a serious facelift. And that’s exactly what the creative director Carlo Giordanetti and his team have done. For its global launch, Swatch has worked with break-dancer and interactive artist RJ Puno from Las Vegas, particularly in social media.

RJ Puno und Carlo Giordanetti

RJ Puno and Carlo Giordanetti

RJ Puno und Carlo Giordanetti in action

RJ Puno and Carlo Giordanetti in action

RJ Puno in action

RJ Puno in action

RJ Puno in action

RJ PUNO IN ACTION

There are a total of ten different testimonials to mark the launch of the new POP Swatch. The case still measures 45 millimetres across. The swap system is completely new and easy-to-manage with a little practice. You simply push the case out of the strap from behind.

Here are the different options available:

  • lapel clip (automatically included)
  • plastic chain (€35)
  • stainless steel chain (€35)
  • wall frame (€35)
  • table stand with magnifying glass (€35)

Thanks to the same oval-shaped slot everywhere, the case always slips into position.

The POP Swatch is available in all Swatch stores for €75. Replacement batteries are free of charge. Alternatively, you can also buy one online at www.swatch.com

 

Read more
05 2016 The Red Bulletin

Next story