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.
Paris, left, and Tokyo, right
INFORMATION
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Premium patisserie Naya is Mayfair’s latest sweet spotHeritage meets opulence at Naya bakery in Mayfair, London. With interiors by India Hicks and Anna Goulandris, the patisserie looks good enough to eat
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Discover midcentury treasures in Marylebone with Álvaro by AppointmentLondon is full of sequestered design havens, and Wallpaper* knows them all. Allow us to point you in the direction of Álvaro González’s shop window on Nottingham Place, home to a bonanza of beautiful 20th-century antiques
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Beach chic: the all-new Citroën Ami gets an acid-tinged, open-air Buggy variantCitroën have brought a dose of polychromatic playfulness to their new generation Ami microcar, the cult all-ages electric quadricycle that channels the spirit of the 2CV for the modern age
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Watch this space: Omega and Swatch’s collaboration is out of this worldOmega and Swatch have united to create the Bioceramic MoonSwatch collection of 11, planet-themed watches
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Buying time: Swatch makes paying with your watch a breezeThe SwatchPay! lets you pay with a single flick of the wrist
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Swatch and the Keith Haring Studio take the MickeyThree new watches make up the Disney Mickey Mouse x Keith Haring collection
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Spotted! Swatch and Damien Hirst take the Mickey -
Chain gang: jeweller Veronika Fabian’s Swatch Artwork Prize links -
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