Swatch saw a chance to promote its entry into the world of jewelry, with a collection called Bijoux, during New York Fashion Week in February. So it used the store window of its Swatch “Timeship” on New York's 57th Street to create a statement that would stand out in that high-profile neighborhood where Tiffany's, Burberry, Jil Sander and Bergdorf Goodman reside.
“Because of our location and identity as a watch and accessories maker, we wanted to salute Fashion Week,” says Peter Valcarcel, Swatch's U.S. visual merchandising manager, “and also create a presence for our store.”
Using a chrome En Vogue mannequin from Mondo Mannequins (Hicksville, N.Y.), Valcarcel fashioned a red tulle Greek-inspired gown with train and sashed with satin double-sided ribbon. Adorning the shining Greek goddess were a stainless-steel necklace and bracelet from the new jewelry collection and a coordinating red Swatch watch.
“We didn't want to go with lifelike because we wanted to appeal to everyone,” says Valcarcel. “And the futuristic look is interesting and less conventional.”
Since the display would last only during Fashion Week, the retailer left in place the lightbox displaying its seasonal “spring and summer” message.
For the finishing touch to the window, Valcarcel added a red bust with a message written in glitter saying, “Swatch Salutes New York Fashion Week.”
Client: Swatch “Timeship,” New York – Peter Valcarcel, visual merchandising manager: Maryanne Wright, store manager
Supplier: Mondo Mannequins, Hicksville, N.Y. (mannequin)
Photos: Nancy Frick Battaglia, New York