World Exhibitions are held every five years and provide a platform to present cutting-edge innovations and pioneering ideas to improve the modern world. Under the motto Connecting minds, creating the future, Expo 2020 in Dubai is the first World Expo to be held in the Middle East, Africa and South Asia. To celebrate this international meeting point, in addition to becoming its official timekeeper, Swatch has designed nine watches, two of them, the Flik Flak, are part of the official collection of the Exhibition. Among the new watches is the AL HOB -translated as “love” -, which includes a bioplastic case and an intricately designed red and white strap; the AL-AZEEMA – “resolution” – incorporates SwatchPAY technology! to the collection; and the AL-TASAMOH, a stainless steel watch whose name translates as “tolerance”, a message that fights for inclusion and diversity.
The Swiss firm has also created four physical stores located in the welcome square and in the Opportunity, Mobility and Sustainability districts. The main and largest store, with more than 80 square meters, is located in the welcome square, where guests will be able to see various models of Swatch watches from the past and present. Here, visitors can get an in-depth look at the brand’s history and design their custom watch. Swatch X You. The other three stores, each measuring 30 square meters, are named after the district in which they are located. The store located in the district Mobility offers visitors the opportunity to explore Swatch’s new headquarters, sustainably designed by Japanese architect Shigeru Ban. Inspired by movement and connection, it also introduces Expo attendees to innovative Swatch PAY! Technology. The Opportunity store focuses on giving a platform to local artists to display his works of art on the façade, which changes regularly. Finally, the store Sustainability focuses on innovative biomaterials and it has a screen that encourages visitors to interact with them.
As part of the Expo, the 192 countries participating in the event celebrate a National Day. Swatch participates in this initiative with its Swatch Calling, which invites emerging artists from each nation to create a canvas that celebrates their country’s culture for your customization platform Swatch X You. The chosen canvases will be launched on the occasion of the corresponding National Day on the brand’s international channels. The initiative is a celebration of diversity through art.
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