Designing for time involves more than just creating functional timepieces; it's about capturing the spirit of the era and infusing it into striking designs. Swatch has mastered this art since its inception in 1983, consistently reflecting the zeitgeist with its innovative and eye-catching designs.

As a subsidiary of The Swatch Group, the largest watch company globally, Swatch has the resources and expertise to lead the industry in both technology and style.
Embracing the ethos of “second watch,” Swatch redefines the notion of timekeeping as more than just a practical necessity. It becomes a reflection of individual expression and personal style. With two seasonal collections unveiled annually, Swatch offers a diverse array of designs to cater to every taste and occasion, ensuring that there's a Swatch for every moment, mood, and outfit. Each collection embodies the ethos of positive provocation, seamlessly integrating bold aesthetics with unparalleled craftsmanship.
Our team collaborated with Swatch for four years and designed watches for multiple collections, including Originals, Irony, Skin, and the mobile phone brand.
Following the successful collaboration, xSITE started a tenure at the Swatch Lab in Milan. We took on the role of creatively directing and leading a team of seven designers, overseeing the Originals collection with expertise, vision, and innovation. Our focus was always to keep Swatch at the forefront of the industry, constantly evolving to meet the dynamic demands of contemporary lifestyles.
Through its unparalleled commitment to craftsmanship, creativity, and cultural relevance, we lead Swatch to continue to inspire and empower individuals worldwide to embrace the beauty of time in all its dimensions. As a true lifestyle brand, we transcend the boundaries of traditional watchmaking, embodying the zeitgeist of the era while setting the standards for the future of fashion and timekeeping.
The development of what later became known as the Smart Fortwo began before 1993, initially as a Swatch car. The design of this modern micro-car focused on having an electric or hybrid drive. To bring this idea into reality, Swatch sought the help of Mercedes-Benz. To mark the launch of the car at the Paris Motor Show, a special "Smart" Swatch watch was created. Working together with the product department at Swatch, a new "Smart" attachment was designed, inspired by the Smart car. This attachment was available in various colors and prints.
Back to Top