Even if you weren’t old enough to buy or wear a Swatch 40 years ago, it’s tough to downplay the creativity, innovation, and expressiveness of the brand behind one of the Reagan era’s most popular accessories. Today, the Swiss watchmaker’s latest collection commemorates a special event from its infancy while celebrating the work of one of the 1980’s most iconic artists.
Let’s get into what makes this collection so special.
THE BACKSTORY
In 1984, following its founding the year before, Swatch hosted the inaugural World Breakdancing Championship in New York City — a memorable event blending street culture, sports, art, and music. A somewhat unorthodox occasion that prioritized freestyle fun over rankings, the World Breakdancing Championship was more about vibes — no pressure, no medals at stake. Just free-flowing creativity and the chance for attendees and participants to truly break free and just be.
Just like the event itself, promotion for the World Breakdancing Championship was pretty free and easy, too. No massive promotion budget. No multiplatform marketing campaign. No influencers to drive attendance. Mainly just word of mouth and one expressive event poster.
Created by legendary street artist Keith Haring especially for Swatch, the poster captured the essence of the event while showcasing his signature style fueled by the energy of the New York City streets. Haring also appeared as a championship judge — helping to select the winners, who received a unique Swatch.
THE COLLECTION
Revisiting the vibes of the Swatch World Breakdance Championship in 1984, and celebrating the creativity that time, space and freedom bring, the Swatch BREAK FREE Collection not only shows that Swatch still has all the right moves, but it offers today’s consumers the chance to express themselves through quality timepieces that pair bold color and design with expert craftsmanship and details.
Each of the watches in this latest collection are BIOCERAMIC WHAT IF? models. The square case and dial provide the perfect frame for the designs, and the modern materials ensure these Swiss-made, water-resistant watches are light, smooth and comfortable to wear as well as vibrant and eye-catching. Like with all BIOCERAMIC WHAT IF? watches, each model also features Haring’s famous hand-drawn Swatch logo from the original event poster as a hidden design element on the battery cover on the case back.
THE DETAILS
BREAKS OFF
Using the vibrant colors from the original Swatch World Breakdance Championship poster, this model puts Keith Haring’s unique artwork front and center as an impactful homage to a magical moment.
BREAK LOOSE
Featuring an understated monochrome reimagining of the original event poster, this model celebrates the simplicity of Keith Haring’s instantly recognizable work.
BREAK TIME
Reviving the design from the 1984 Swatch World Breakdancing Championship winner’s Swatch (BREAKDANCE) created by the Swiss design duo Schmid and Muller, BREAK TIME is a true collector’s item in modern materials that recalls and represents a magical moment in street culture.
THE TAKEAWAY
With BREAK FREE, Swatch is offering more than a collection of solid timepieces — it’s offering traditional watch wearers a chance to celebrate a special part of the brand’s legacy while showing off a lively wearable art piece with each flick of their wrists. Par for the course for the company that revolutionized the watch industry and how people told time in the ’80s, this collection goes beyond practicality and the mundane. It’s a certified conversation starter.
The Swatch BREAK FREE Collection is now available in Swatch stores worldwide and online.
Get your favorite now.
Photos: Swatch