For some, the brand Swatch invokes memories of perusing through a store filled with the light-weight Swiss watches made with a rubber strap and designed with bright colors, fun graphics, and classic patterns. The affordable price and modern design made them great gifts for birthdays, anniversaries, and graduations.
However, since coming to the United States in 1983, new and quickly rotating fashion trends may have blurred your memory of the brand that was once often credited for revitalized the Swiss watchmaking industry.
Since 2024, Swatch has worked to make a huge comeback by opening several stores across the country, many of them a first for the states that were chosen, including Michigan, where Swatch opened a location at Somerset Collection earlier this summer.
Aside from their affordability and fun designs and colors, Swatch was also popular for their innovative manufacturing techniques, and were credited for creating the first watch with mechanical movement with fully automated assembly.
The new Troy location offers a wide array of products from various collections, like the Bioceramic MoonSwatch, Bioceramic Scuba Fifty Fathoms, and Flik Flak, an adorable kids’ collection with pieces designed with strawberries, dinosaurs, and more. Products like Secret Moves — a beautiful, rose gold watch with a beige dial and a sun-brushed finish — is also available.
The large, 1,250-square-foot store is located on the mall’s north side on the first level between Reformation and Psycho Bunny and across from Gorjana.
“Swatch significantly expanded the brand’s retail footprint worldwide in 2024 through strategic openings in premium locations,” a spokesperson for Swatch told Hour Detroit.
Other locations where the brand recently opened include Charlotte, North Carolina; Long Island, New York; Atlanta, Georgia; Denver, Colorado; and Chicago, Illinois.
Swatch also strengthened its presence in key cities with new stores including New York City’s Soho and Caesars Palace in Las Vegas. And in 2024 the brand opened its first Canadian flagship store, a 1,000 sq ft megastore, on Robson Street in Vancouver, adding to its existing locations across Canada.
To learn more, visit swatch.com.
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