Description

Swatch YellowInJelly Quartz Transparent Dial Silicone Strap Watch SO27E103 RRP £85

We all are longing for joyful colours, energy, dynamism and lightness! Nothing better than Big Bold Jelly new generation as a manifesto of summer spirit and a sporty, healthy and happy attitude.

The Case & Dial:

The dial of this Swatch YellowInJelly SO27E103 brings in the bright summer light! It stores high energy and living bold power inducing juicy times. Bright and cool as the classic lemon ice lolly. Looking past the warm yellow you will be able to see all the intricate workings of the watch. These intricate workings all combine together to make a quartz movement which powers the hands. Also, on the dial is the Swatch logo which can be seen towards the centre. Surrounding the dial is a transparent plastic case which provides the dial with protection while remaining see-through. The crown sits at the unique position of 2 o’clock which can be used to adjust the time.

The Strap:

The transparent design is also present among the silicone strap. The strap itself sits comfortably around your wrist and fastened using a yellow plastic buckle. The buckle has the engraving of the Swatch logo which finishes off this piece nicely.

This watch has a water resistance of 30 metres, making it suitable for light splashes.

Key Features:

The Family: Big Bold

A new watch collection inspired by bold ideas, designed for even bolder personalities. With a kick from urban streetwear, these models have a simply striking 47mm watch head, with big arrows pointing your next move to the right direction. A totally new flat glass highlights the 3D print on the dial and flatters the watch’s contemporary design.

The Brand: Swatch

Founded in 1983, Swatch was a direct response to the ‘watch-crisis’. The ’watch crisis’ began in 1970’s due to the increase in production of cheap, mass-produced quartz watches from the Far East. Swiss exports were falling. In the space of just a few years, the number of persons employed in the Swiss watchmaking industry fell to less than 40,000. Despite this the Swiss watchmaking industry remained focused on supplying the watch market with traditional movements paired with proven sale methods.

The name Swatch derives from the idea that it was being a ‘second watch’ and the average Swatch owner used their collection as an emotional statement to suit whatever mood they were in. Their watches soon became primarily used as a ‘fashion accessory’ rather than a device to tell the time. The slogan ‘fashion that ticks’ summarises this ideology best.

Swatch has always immersed itself in popular culture. Doing so through collaborations and sponsorship of special events, creating limited products with high demand. The brand is well aware of its collectable value, as they established the “Swatch Collectors of Swatch” club that had 74,500 members in less than two years.

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