Swatch, official partner of the Dubai World Expo

The World Expo in Dubai kicked off yesterday with great fanfare and this year welcomed Swatch as the official timekeeper.

After a grand opening by the young crown prince of Dubai, Sheikh Hamdan bin Mohammed yesterday, the World Expo opens its doors today, October 1, 2021. On the outskirts of Dubai and in the middle of the desert, the exhibition aims to welcome 25 million visitors from around the world over 6 months. It promises to unveil architectural wonders and technological innovations in its many pavilions.

Swatch, the official timekeeper of the exhibition, will be present in four boutiques located in the Welcome Plaza and in the Opportunity, Mobility and Sustainability sectors. Over the past 34 years, Swatch has been the official partner of 6 World Fairs, including the Swiss World Fair in 2002 and the Chinese World Fair in 2010.

The Welcome Plaza features the main store, covering more than 80 square meters, with a demonstration of the brand’s old and new models. The “Swatch X You” concept, which allows visitors to design and print their own watch, will also be on display for the first time.

The Mobility Boutique will offer visitors the opportunity to virtually explore the Swatch Art Peace Hotel in Shanghai. The Opportunity Boutique will feature regularly changing works by local artists on its façade. Finally, the Sustainability boutique will offer visitors the chance to discover innovative watchmaking materials.

With its Swatch Calling initiative, the brand is inviting emerging artists from each nation to create a canvas to highlight the culture of their country. On their national day, the Swatch X You personalization platform will feature the work of the country concerned.

On the occasion of the exhibition, Swatch is unveiling special editions. 9 new Swatch models will be presented as well as two new Flik Flak models. This official collection includes Al hob (love in Arabic), Al-Azeema (resolution) and Al-Tasamoh (tolerance).