Sofa surf around the world with Swatch on Instagram
The Swiss pop watch brand rallies its community spirit with a virtual global trip
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.
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Hannah Silver is the Art, Culture, Watches & Jewellery Editor of Wallpaper*. Since joining in 2019, she has overseen offbeat design trends and in-depth profiles, and written extensively across the worlds of culture and luxury. She enjoys meeting artists and designers, viewing exhibitions and conducting interviews on her frequent travels.
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