Swatch, co-founded in 1983 by visionary Nicolas Hayek, transformed the global watch industry with its bold, accessible approach, quickly becoming an icon of the ‘80s and ‘90s. Known for vibrant designs and continuous innovation, Swatch has sold over 400 million watches worldwide, releasing more than 300 new designs each year. Over the years, Swatch has collaborated with celebrated artists like Keith Haring, Yoko Ono, Alessandro Mendini, Vivienne Westwood, Jean-Michel Basquiat, Annie Leibovitz, and Nam June Paik, turning its watches into wearable art and a canvas for cultural expression.
Our project with Swatch was an extensive design consultancy, centered on developing detailed graphic guidelines for the brand’s 18 main product families. We crafted a unique design framework tailored to each collection—including Originals, Irony, Skin, and Sistem51—creating specific graphic rules and typographic styles that highlight the distinct identity of each line while preserving Swatch’s playful, avant-garde spirit. This work included custom typefaces and precise design rules for hands and indexes, ensuring both a cohesive brand aesthetic and the flexibility to support Swatch’s continuous evolution. By providing this structured yet versatile approach, Nask Studio enabled Swatch to maintain a recognizable visual language that aligns seamlessly with its innovative and design-driven ethos.
