1997-1998 Swatch collection

In 1996 Swiss watch manufacturer Swatch, one of the most
innovative and recognized consumer brands worldwide, opened
its design offices in New York. As creative director, Alexander
Gelman designed and supervised the design and production of
over a hundred new watches for the 1997-98 collection.

The Swatch Design Lab in New York lasted just over a year
but many of the Swatch watch collections designed and
produced today are based on the ideas and directions developed
during that exciting year.

Shown is “Side” - one of the best selling watches
from the 1997-1998 collection.

 
 
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