Swiss Watches Distribution will launch a new brand inspired by the "1960s dynamic atmosphere" at BaselWorld, which it claims is one of only a few plastic watch brands that can carry the Swiss Made label.
New brand Smoothie Watch offers a selection of brightly coloured plastic watches with Swiss-made Ronda movements. The watches have been develeoped and produced by Swiss Watches Distribution’s team in Lausanne, Switzerland.
The target audience for the brand is the youth market and as such the brand will be utilising the internet as well as events such as music, street fashion and extreme sports events. It has already signed the Swiss beach volleyball team as ambassadors.
Smoothie Watches are packaged in a plastic tumbler complete with straw that has been designed to be used to hold real fruit smoothies once the watch is removed.
The brand is now gearing up to make its debut in Basel and has launched a website for the brand this week at smoothiewatch.com.
Smoothie Watch sales and marketing director Pierre-Louis Rochat said: "I’m proud to announce that, after more than a year of hard working, we are ready to launch our new Swiss Made concept in a few days during Baselword.
"We are looking for new commercial partners to develop Smoothie Watch all around the world and help our team to expand the new Smoothie universe."