Swatch X Platform Lets You Customize Your Swatch
By: Michael Penate
Let’s be real, a lot of us probably started feeling the #watchsickness back when we were kids all thanks to Swatch. If it wasn’t Baby G-Shocks or Casio Databanks, it was probably some kind of Swatch that hooked you at first. While many of us have moved on to bigger things, I still think there’s a place for a humble Swatch in most collections. And why not? As the biggest watch company in the world, they’re doing something right. Aren’t they? Now, Swatch let’s you customize your very own watch by using their new Swatch X platform, the latest feature on their website.
The new Swatch X platform lets you start off by choosing from a selection of base models. From there, you can modify various traits like the dial color, case color, strap combinations, and more. Swatch even lets customers accessorize the strap with a selection of charms. Pretty manly and cool. AMIRITE guys?! Sorry. Additionally, the prices ($85 – $95) are very attractive and personally, I find it interesting to see a huge brand experiment with new and interactive web-based tech. Personally, I could see myself picking up a pair just to get the wife a little more excited about watches. Why not?
Currently, Swatch also features the Swatch X platform in stores in only a handful of spots (Turkey, Greece, Ireland). This is also the case with exclusively online sales utilizing the Swatch X platform. But, the US site seems to be up and running. Either way, we expect the new feature to become more widely available later on in the year. In the meantime, you can fiddle with the platform and see just how many cool combinations you can come up with. Tell us what you guys think! Swatch
Co-Founder & Senior Editor
Michael Peñate is an American writer, photographer, and podcaster based in Seattle, Washington. His work typically focuses on the passage of time and the tools we use to connect with that very journey. From aviation to music and travel, his interests span a multitude of disciplines that often intersect with the world of watches – and the obsessive culture behind collecting them.