London - Swatch is moving “beyond timepieces” after signing a five-year partnership agreement with Italian eyewear manufacturer and developer Safilo.
The deal will see Safilo and Swatch co-designing the “creative, playful and lifestyle oriented” eyewear collections in line with the timepiece company’s DNA, and the debut ‘Swatch The Eyes’ collection will launch in spring 2016 and will be supported by the “I always want more looks” advertising campaign.
In addition, Safilo will develop and manufacturer the eyewear pieces in its European production network.
The Swatch The Eyes range will be distributed through Swatch’s global retail network and initially in Safilo’s US retail chain, Solstice, followed by a selection of North American eyewear retailers, with a plan to expand Safilo's distribution to further regions across the world.
Commenting on Swatch’s diversification, Nick Hayek, president of Swatch, said: “Recreating a success story in eyewear via the reinterpretation of the category is an exciting challenge.
“Swatch is globally recognised as a lifestyle brand, expressive and meaningful in the way it captures trends and emotions: beyond timepieces, eyewear also belongs to those product categories that customers enjoy because they merge fun, style and quality.”
Safilo CEO Luisa Delgado added: “This partnership represents a further milestone in our 2020 strategic plan. We are adding an iconic brand to our portfolio, complementing our presence in the vast and fast growing Mass Cool consumer segment with a unique proposition that leverages the smart, playful, innovative DNA of Swatch.”