Plastic, kitsch and colourful are not usually associated within the normal boundaries of what’s considered cool. But when you’re dealing with Swiss watch brand Swatch ‘normal’ doesn’t apply.
Swatch timepieces mean different things to different folks (for me it’s 80s pop culture condensed into an accessory) and for a new generation of fanatics, Swatch is about hit heady new heights of collectable cool, thanks to their new collaboration with Japanese cult toy brand, Kid Robot.
Hot on the heels of the brand’s partnership with American tongue-in-cheek designer Jeremy Scott, the Kid Robot watches are hitting stores with a colourful bang. For those not in the know, KR produces wildly popular (in the right circles) niche figures; the types that could easily ignite a playground craze, and their collection of toys are individualised by a series of different artists. Swatch has taken the Super Kakkoii attitude of Kid Robot’s individual designs and applied them to fun and bold timepieces.
Expect to see these on the wrists of East London types, Japanese school girls, models and hipsters near you soon.