There are many Swiss watchmakers on Oxford Street in the West End, but none quite as playful and creative as Swatch. Combining the accuracy and tradition of watchmaking with a love of sport and art, Swatch offers accessible timepieces that celebrate individual style.
The Swiss brand was founded in 1983. The name is a portmanteau of “second watch” in reference to their designs which are meant to be affordable pieces which you can switch in and out of your wardrobe to match your look. They make styles for men, women and kids and regularly collaborate with artists, designers and brands. In fact, they’ve been doing collaborations from the very start of the business and some of their most iconic collections include partnerships with Keith Haring, Vivienne Westwood, Tony Hawk, Damien Hirst and, of course, not forgetting their highly collectible Disney watches.
Swatch also has a longstanding relationship with the world of sport as official timekeepers to the Olympic games between 2001 and 2010. They also sponsor a number of sports stars across volleyball, BMX biking, surfing, snowboarding, freeski and skateboarding.
The Oxford Street flagship store is home to around 700 Swatch watches which you’ll be able to pick up, try on and inspect closely before making a decision. Screens placed in the store are set up to assist you in designing your own customized watch with their Swatch x You service.
A number of other services are available at the store too. Speak with a sales advisor about getting a buckle change, change of strap, direct in-store warranty replacement, loop change, machine glass polish, manual glass polish or strap adjustment.