Swatch is embracing the street culture of cities across the world in its autumn/winter collection.
The Urban Expression collection has been inspired by colourful murals and expressive artwork, often found on streets, as well as flamboyant prints and quirky slogans.
Highlights include Generation 27, which nods to the popular notion of the 27-hour day, which is said by some to be the number of hours it takes a man to do what a woman accomplishes in 24, or the extra-long day a woman creates by doing several things at once.
Swatch also states that urban legend also suggests that 27 is a reference to the exclusive « 27 Club » whose membership is limited to musicians who have died at the age of 27, among them Brian Jones, Jimi Hendrix, Janis Joplin, Kurt Cobain, Amy Winehouse.
The diverse collection also includes an ironic take on a black and white Original Gent with "sorry not available in colour" depicted on the dial.
The collection launches in stores on the August 15.