Swatch embodies magic, innovation, and a deep passion for art and creativity. Its longstanding partnership with the Locarno Film Festival (LFF) reflects a shared love for both art and cinema. As the principal partner for the second consecutive year, Swatch infused dynamic energy into the 2024 edition of the Festival, celebrating the magic of cinema alongside film enthusiasts from around the globe.
Since its inception in 1946, the Locarno Film Festival has grown into one of the world’s most significant cinematic events, attracting both film lovers and industry professionals alike. For more than eight decades, it has been a beacon on the international film festival circuit, championing established filmmakers as well as emerging talents.
Swatch celebrated the 77th edition of LFF with a series of special activities, including releasing a limited-edition watch. Building on the success of 2023, Swatch once again hosted Swatch Studios near Piazza Grande, the Festival’s main venue. Notably, artists from the Swatch Art Peace Hotel in Shanghai have been invited to participate in the Festival’s Filmmakers Academy, and their works will be displayed at BaseCamp.
Attendees also encountered Flower of Abundance, a virtual artwork by Chinese digital artist Luo Bi, a former Swatch Art Peace Hotel resident. Luo Bi’s work, blending computer-generated animation with natural elements, created mesmerizing virtual environments that challenged conventional perceptions of reality.
This collaboration with the Locarno Film Festival highlights Swatch’s commitment to fostering artistic talent. Swatch plays a pivotal role in connecting emerging filmmakers with the Festival. As part of this support, Swatch was awarded the prestigious Swatch First Feature Award, worth 15,000 Swiss francs at LFF 77 to Toxic, a Lithuanian film directed by Saule Bliuvaité. This film received the award and won the coveted Pardo d’Oro (Golden Leopard) Award. It is now embarking on its artistic journey worldwide across theatres and media platforms. In keeping with its tradition of celebrating the Festival through its timepieces, Swatch created a special limited-edition watch for the 2024 event. The LOCARNO77 watch, inspired by the Festival’s visual identity, stands out for its square design, a homage to celluloid film reels that evoke nostalgia for the golden age of cinema. The black strap, adorned with contrasting loops and the Locarno Film Festival logo, also featured the number 77, commemorating the 77th edition of the Festival.
A playful detail on the back of the watch featured a leopard print, recalling the Festival’s iconic Pardo d’Oro. Swatch’s presence at the Festival extended beyond the release of the LOCARNO77 watch. Notably, the watch quickly became a coveted collector’s item, as usually happens with Swatch’s limited-edition timepieces. Swatch’s lasting success can be attributed to its embodiment of joy and positive provocation. Since its founding in 1983, it has proudly represented Swiss craftsmanship. The brand has consistently disrupted the watchmaking industry with its bold, innovative designs, positioning itself as a global leader and a highly sought-after name in horology.
Throughout its history, Swatch has remained true to its core values, continually surprising audiences with new releases, special collections, and its dedication to action sports such as BMX, skateboarding, and surfing.
Article edited by Andreas Grandi
Photo Credit: Swatch media