Swatch (SWGAY) -) and brand partner Blancpain are diving into new territory, as they are set to release a colorful and consumer-friendly iteration of a legendary diving watch this weekend.
Officially called the Bioceramic Scuba Fifty Fathoms Collection, the watches come in five bright colors that each represent one of the five oceans, serving as representation to Blancpain’s commitment to ocean exploration and conservation.
The watches are based off Blancpain’s Fifty Fathoms model, which celebrates its 70th anniversary this year as being the first true diver’s watch.
This iteration of the Fifty Fathoms is made with Swatch’s innovative bioceramic and is powered by the brand’s Sistem51 automatic movement. Staying true to its name, the watch is also water resistent to 91 meters, or 300 feet (or exactly 50 fathoms).
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Blancpain President and CEO Marc A. Hayek said in a statement that the collaboration between the two Swiss watch giants is symbolic, noting its role in the Swiss watch industry.
“Without Swatch, the Swiss watch industry would simply not have survived and enjoyed such a wonderful destiny,” said Hayek. “This collection is a source of pride for me.”
This collaboration follows the 2022 release of the MoonSwatch, a similar low-priced homage to the Omega Speedmaster Professional made in collaboration with Swatch partner Omega.
In a statement to British GQ, Swatch CEO Nick Hayek, Jr. noted that many luxury brands came to him after the success of the Omega collaboration, as they observed that it a demographic eager to buy, but out of their reach.
“Their argument was, I have so many young customers who are aspiring, but cannot buy a watch for $30,000 or $50,000, so if I open a collaboration with Swatch, in the way you have done with Omega, I can reach more people with my name, with my history, with what is coming,” Hayek Jr. said to British GQ.
According to Swatch, the Scuba Fifty Fathoms Collection will be available for purchase exclusively at selected Swatch boutiques worldwide on Sept. 9. Each variation will set you back $400, as opposed to nearly $16,000 for the Blancpain it resembles.
Additionally, a select number of Blancpain boutiques will display the watch collection, but will not offer them for sale.
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