Swatch Store Harajuku's new service x Only one original watches in the world with UV printer

A new service of only one original watches in the world to be ready in about 20 minutes

[Interview] Ms. Reiko Izumi, Brand Director of Swatch Division

“UJF-6042MkII” permanently installed in the store

Store-printing an original watch for providing it each customer on the spot

The Swatch Group Ltd., a long-established Swiss watch manufacturer since 1983, opened its flagship store “Swatch Store Harajuku” in June 2021. I was looking for something new in order to open the store in Harajuku, which is a place transmitting cultures centering on fashions and arts. Meanwhile, the head office in Switzerland proposed us the idea of permanently installing a printer in our store, so I was interested and tried it.

Swatch Store Harajuku is providing a service called “swatch x you” (x is pronounced as “by”) to create original watches. This service uses Mimaki’s “UJF-6042MkII” to print wristwatches.

The “swatch x you” section for creating original watches

Because a printer usually plays its role behind the scenes, it is seldom displayed outstandingly like the one in our store, but our store is intentionally displaying it at the front so that our customers can watch it and enjoy the printing technique and process.

It takes about 20 minutes to complete printing, and customers can enjoy the processes ranging from making an order until the printing is completed, which I think is the key point. Because customers are unfamiliar with a UV printer itself in their daily lives, they are often surprised to see it actually at our store.

Printing using the “UJF-6042MkII” permanently installed in the store; Printing takes about 20 minutes before the customer can get an original watch.

Digital printing meets to immediate response (of creation) for a design changing by project by project

On November 18, 2021, “swatch x Peanuts” featuring Snoopy started.
We are expecting customers interested in character collaboration like this will visit our store and order their original watches.

Besides character collaboration, we are also envisaging collaboration with famous artists. Immediate adaptation to a design that changes project by project is one of the appealing points of digital printing. (as of November 2021)

The “swatch x Peanuts” collaboration

Design options of the “swatch x Peanuts” collaboration

Custom-made watches :Offering the opportunity to enjoy an alternative watch

I hope people who usually wear a watch of a luxury brand will wear our “swatch” as their second watch for casual occasions. I think that a service for providing original watches unavailable elsewhere in the world in an affordable price range is scarce, so please visit our store in Harajuku and create your original watch using the “swatch x you.”