Sofa surf around the world with Swatch on Instagram

The Swiss pop watch brand rallies its community spirit with a virtual global trip

Swatch watch
Add Miami to your watch or, right, London
(Image credit: Swatch)

Our world may have shrunk to the size of our living room, but this hasn’t deterred a host of brands who are finding inventive ways to beat the malaise whilst staying connected.

Swatch is the latest brand to offer a break from reality, creating a playful campaign centring round an Instagram hashtag. #SwatchTakesMePlaces invites residents from 30 international cities to share anything that takes their fancy – be it tips, recipes, knowing cultural references - inviting others into the secret echelons of their city, albeit virtually.

Each destination links to its own Instagram page illustrated by a poster, which depicts the tongue-in-cheek stereotypes in Swatch’s bold and familiar hues. In a shrewd move, a handy tool on its website lets you digitally translate these cityscapes onto the blank canvas of a watch. Tweak and zoom in on your favourite fragment of the cartoonish maps, and it will be circled around your wrist in the blink of an Instagram minute.

Swatch watch design

Paris, left, and Tokyo, right

(Image credit: Swatch)


Hannah Silver joined Wallpaper* in 2019 to work on watches and jewellery. Now, as well as her role as watches and jewellery editor, she writes widely across all areas including on art, architecture, fashion and design. As well as offbeat design trends and in-depth profiles, Hannah is interested in the quirks of what makes for a digital success story.