In 1984, Swatch made history by hosting the first World Breakdance Championship in New York City. The groundbreaking event, promoted with a now iconic poster designed by renowned artist Keith Haring, embodied the spirit of creativity, joy and freedom that has been an integral part of the Swatch brand since its inception. Now, 40 years later, Swatch pays homage to this momentous occasion with the launch of the Swatch BREAK FREE collection, featuring unique timepieces that embody the essence of self-expression.
The Swatch BREAK FREE collection demonstrates the brand’s commitment to pushing boundaries and celebrating individuality. Presented as BIOCERAMIC WHAT IF? models, the watches feature square cases and dials that provide the perfect canvas for the vibrant designs. Crafted from contemporary materials, these Swiss-made timepieces are not only eye-catching, but also lightweight, smooth and comfortable to wear.
One of the standout pieces in the collection is the FROM THE ARCHIVE model, which features an original pencil and ink sketch by Keith Haring. Previously hidden away in the Swatch archives, this one-of-a-kind artwork has been meticulously recreated on the dial of a 41 mm NEW GENT BIOSOURCED watch. The transparent silicone bracelet allows the wearer to express their unique style while enjoying maximum comfort.
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For those who want even more convenience, the FROM THE ARCHIVE PAY! model offers the added functionality of SwatchPAY! This innovative feature uses an NFC token to replicate your payment card, allowing you to make purchases without the need for a wallet or phone. It’s a testament to Swatch’s commitment to combining cutting-edge technology with timeless design.
The Swatch BREAK FREE collection is more than just a series of watches; it’s an invitation to embrace your individuality and express yourself freely. Alain Villard, Swatch CEO, says: “At Swatch, we’ve always been about doing things differently, and hosting the first ever World Breakdance Championships was no exception. The Swatch BREAK FREE Collection perfectly captures this daring spirit. It invites everyone to express themselves freely and ask the ultimate question: ‘”‘WHAT IF…I BREAK FREE?'”
The Swatch BREAK FREE Collection will be available in Swatch stores worldwide and online at swatch.com from October 3.
