Swiss lifestyle watch brand Swatch announces the grand opening of its new boutique in Hong Kong, launching alongside the highly anticipated NEON Collection.
The new store is designed to offer customers an immersive experience into Swatch’s world of creative aesthetics and Swiss craftsmanship. Coinciding with the debut of the NEON Collection, the boutique showcases six electrifying new timepieces that revive the visual pulse of the 1980s and 1990s through bold neon colors and retro silhouettes—highlighting Swatch’s sharp eye for cultural trends and innovative reinterpretation.
The NEON Collection draws inspiration from arcade culture, VHS tapes, and iconic Swatch models from the analog era. Each watch features ultra-slim cases, vibrant colorways, and SwatchPAY! functionality, injecting joy and personality into everyday wear. From the neon elegance of FLUMOTIONS and the punchy palette of SIGNAL FLAG, to the precision of EMERALD CHRONO and the standout calendar window of SKYCHART, every model reflects Swatch’s commitment to design excellence.
Since its founding in 1983, Swatch has remained true to its core philosophy: “stay authentic, never follow.” With bold designs that capture the spirit of the times, Swatch has become one of the world’s most beloved watch brands. The brand’s ethos celebrates positive provocation and joie de vivre, continuously pushing boundaries through innovation—from early involvement in action sports like BMX and skateboarding to its dedication to global artistic exchange through the Swatch Art Peace Hotel in Shanghai
