Safilo to launch Swatch branded eyewear this spring

Swatch_Ad_I_ALWAYS_WANT_MORE_LOOKSEyewear creator Safilo and Swatch Ltd have signed a five-year agreement to create a colorful, playful lifestyle collection of Swatch branded sunglasses.

The Swatch eyewear–called Swatch The Eyes –will be launched in spring 2016 and will be sold through Safilo’s U.S. retail chain, Solstice, as well as select North American eyewear retailers and distributors around the world.

The launch of the collection will be supported by a fun and “smile inducing” campaign, “I ALWAYS WANT MORE LOOKS,” say the companies.

Safilo and Swatch are to co-design eyewear collections and Safilo is to develop and manufacture the eyewear in its European production network.

Commenting on the agreement, Safilo CEO Luisa Delgado said, “This partnership represents a further milestone in our 2020 strategic plan. We are adding an iconic brand to our portfolio, complementing our presence in the vast and fast growing Mass Cool consumer segment with a unique proposition that leverages the smart, playful, innovative DNA of Swatch.

“We also reconfirm our commitment to European eyewear manufacturing now also for the Mass Cool segment, enabled through smart design, innovation via simplicity of the product construction, and implementation of modern manufacturing processes. We feel privileged to become stewards of the Swatch brand, and to apply its philosophy in Eyewear.”

Nick Hayek, president of Swatch, said, “Recreating a success story in Eyewear via the reinterpretation of the category is an exciting challenge. Swatch is globally recognized as a lifestyle brand, expressive and meaningful in the way it captures trends and emotions: beyond timepieces, eyewear also belongs to those product categories that customers enjoy because they merge fun, style and quality. Safilo is a quality partner offering the highest quality craftsmanship and we are happy to join forces with them.”

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