Zurich, Switzerland, 18-MAR-2014
If you are a Swatch collector or not: Her cafe is definitely worth a visit if you are in Zurich, with unique, creative and hand-made cakes and sweets, free of any artificial ingredients. Yummy!
The real Dreamcake
Sara patiently posed for pictures and
signed our watch, even though she probaby was still jet lagged as
she just had returned from the Dreamcake launch in Shanghai
at the Swatch
Art Peace Hotel. Thanks a lot again, this is
Thanks a lot, Sara Hochuli, for your precious time :-)
After our small autograph session, we had
to hurry a little bit in order to reach the brand new Swatch LAB at
Tiefenhöfe in time.
The doorbell of the Swatch LAB at Tiefenhöfe
is very discrete. The building (I forgot to take a picture) is
very old, dating back to the 17th century. The offices in this
building are located underground, four levels!
About 75 club members participated at the pre-launch event (most from Switzerland). Claude Bravi (head of Swatch The Club), opened the evening and an introductory speech. A few things will change regarding the Swatch Club starting 1-APR: Two club watches per year (not one as in the last years), many more club benefits, many more local (and small) events. I am curious about the new club webpage when it goes online in April.
The new club watch White
Loop was on display, this time with a special Zurich loop:
In the first of the three rooms in the ground floor, a Swatch shop had been set up in order to present the current collection (and for the sale of the Club special). I don't know if this had been done especially for this evening, probably not. The two other rooms featured an exhibition presenting more details about the White Loop club watch and the eight launch events all around the world in March 2014:
15th: Rome (Italy)
18th: Zurich (Switzerland)
20th: Berlin (Germany, Currywurst!)
22nd: Lisbon (Portugal)
25th: New York City (USA)
26th: Paris (France)
27th: London (UK)
29th: Tokyo (Japan)
The pre-launch packaging (SUOZ170S) of the new club watch is similar (but not identical) to the regular packaging and it features the eight different flags of the countries with launch events. It is is numbered xxx/999 (SUOZ170S), the watch is also numbered on the back (for all launch cities):
Claude explained all the details of the
watch to the collectors.
In the other room, a display with all 30
watches which are featured on the White
Loop strap and dial was shown. My favourite is GG100
from 1983 of course. Some nitpicking (sorry): The strap
of Grey Memphis was not
original (embossed "Swatch" on the lower part of the strap was not
used in 1984).
On the wall, some pictures with
advertisement and club material from the last three decades.
At about 7pm, Carlo Giordanetti (Creative
Director at Swatch Intl.) introduced the White
Loop club watch with a video featuring all 30
watches. He also gave some background information about the
new Swatch LAB Zurich (it was opened two months ago).
And finally, the sale of the special
Zurich launch package started, in groups of 10 collectors. The
package included the special pre-launch packaging and a nice scarf
featuring the flags of all eight launch countries.
And of course, we did not starve during
the whole evening, lots of great fingerfood was served. The
cake was also great, especially Idda's birthday cake (thanks again,
this is the scarf included in the pre-launch packaging
Thanks again to Sara Hochuli for the spontaneous autograph session and to everyone at Swatch Club for a great Club watch launch evening! See you soon in Stresa!
Thanks to Christine Tanner for a few pictures at Les Gourmandises de Miyuko.
Andreas Wiethoff, 22-MAR-2014.
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