SWATCH OPENS FLAGSHIP STORE IN P.C. HOOFTSTRAAT AND INTRODUCES BIOCERAMIC WHAT IF? COLLECTION
In a moment that can change everything, Swatch makes a bold and iconic statement with the opening of its brand-new store in Amsterdam’s renowned P.C. Hooftstraat. Surrounded by fashion and allure, the Swiss watch brand welcomes visitors to a captivating world where unique design meets premium materials.
Nestled at P.C. Hooftstraat number 42, Swatch’s latest flagship store offers an immersive journey through time with its innovative split-level design. As you enter, you’ll be immediately enchanted by two breathtaking 3D ceramic works of art, collectively known as ‘Stargazer’s canal.’ This awe-inspiring installation showcases 16 sculptural canal houses, inspired by Amsterdam’s winding waterways and the celestial reflections of starlit skies. Created by the talented artist Enzo Pérès-Labourdette, these imaginative buildings seem to reach for the stars, while hand-drawn motifs evoke the ever-present waterways of Amsterdam. The facades, adorned with plant life, boast paintings reminiscent of traditional Delft blue, beautifully juxtaposed with a modern twist. The roofs are playfully transformed into clouds adorned with a confetti of planets and celestial bodies. The ‘Stargazer’s canal’ is not just an artwork; it’s a celebration of Dutch ceramics history presented in a young, vibrant, and fun manner, showcasing Enzo’s signature style and humor. Made with innovative materials and 3D printing techniques, this remarkable installation perfectly captures Swatch’s commitment to creativity and artistic expression.
To coincide with the store’s grand opening, Swatch introduces the daring and forward-thinking BIOCERAMIC WHAT IF? Collection. This exclusive collection looks back at the pivotal moment in Swatch’s history when the founders faced the daring choice between a round or square watch back in 1982. Embracing the road less taken, the BIOCERAMIC WHAT IF? Collection pays homage to the power of the square design, a symbol of positive provocation and rebelliousness. Drawing inspiration from the iconic 1982 square prototype, this quirky collection breaks free from conventional norms. Swatch’s innovative BIOCERAMIC material, which combines ceramic powder with bio-sourced elements, ensures the extraordinary strength and durability required to bring this unique square design to life. With its unconstrained spirit, the BIOCERAMIC WHAT IF? Collection invites wearers to explore the unknown and embrace a life full of fun and possibilities.
Swatch’s new flagship store in Amsterdam’s P.C. Hooftstraat and the BIOCERAMIC WHAT IF? Collection embody the brand’s essence of creativity, innovation, and an unwavering commitment to celebrating individuality. Step into a world of limitless possibilities, where time becomes a canvas for imagination and self-expression. Swatch invites you to embark on an extraordinary journey through time and artistry, celebrating the past, embracing the present, and looking forward to a future filled with endless potential. Welcome to the world of Swatch, where time is so much more than just a moment.