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.’
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.