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Swatch partners with singer for 30th anniversary

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By Jessica Knowles

Swatch has announced a partnership with international soloist Mika who, like the brand, will also be celebrating his 30th birthday in 2013.

The video for the singer’s latest release, Popular Song, sees Mika wearing a Swatch Touch Blue. Additionally, television adverts for the new Swatch Scuba Libre range feature Underwater by Mika as the soundtrack.

Speaking about his collaboration with the Swiss-made brand Mika said: "Swatch is such an iconic brand. I have always admired their creativity – from their classic and pure designs, to their exciting and wacky collaborations with artists. It’s a design brand that has been able to reflect every decade since it launched, while remaining incredibly consistent with its unique design principles. I grew up with Swatch and have been a fan for years, so to be one of the 30 people chosen to represent the brand at their 30th anniversary is brilliant! I look forward to seeing what the next 30 years will hold, too.’

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Swatch is also partnering the 55th La Biennale di Venezia for the second time and the singer is notably featured within the SWATCH_Faces concept.

SWATCH_Faces is located in the historic shipyards known as the Arsenale, and is a wall of art, showcasing images of 30 people who also turn 30 in 2013. Each is represented by a portrait as well as an image of them wearing their chosen Swatch watch.

The multi-media collaboration between Swatch and Mika will further evolve later this year with a watch specially designed by the singer.

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