The following article was produced in partnership with Swatch.

Swatch has made a grand entrance in Melbourne with the opening of its largest-ever store in Australia, nestled in the city’s bustling luxury district at 260 Collins Street. It’s the Swiss watchmaker’s first flagship store here in Australia, adding to the brand’s other locations across Pitt Street, Bondi Junction, Queens Street, Murray Street and the newly opened Westfield Chermside store. 

Spanning an impressive 239 sqm, the new store stands out with a uniquely distinctive and colourful design, featuring seven glass brick items and island displays throughout the shop floor, which creates a seamless open walk-through environment for an improved shopping experience when browsing Swatch’s celebrated collections.

The new store is a visual expression of the Swiss watchmaker’s playful aesthetic and serves as a tribute to Melbourne’s iconic laneways, blending modern touches such as glass and exposed brick walls for a contemporary urban feel. Large LED screens highlight the brand’s key features like the COLORS OF JOY Collection, which has earned a notable buzz in recent weeks, adding another visual dimension to the shopping experience.

Available in six colours, YELLOW JOY, TURQUOISE JOY, NAVY JOY, ORANGE JOY, PINK JOY AND PURPLE JOY, Swatch’s COLORS OF JOY is a stylish series that only Swatch could make, complete with an explosion of bright hues and playful patterns on larger 47mm dials. 

From the case to the bracelet, bezel, glass, and even the dial, these vibrant pieces from Swatch’s latest collection are produced with bio-sourced materials; light, transparent, colourful, and comfortable to wear, they are water-resistant and the perfect travel companion.

Not only that, but Swatch has introduced an integrated bracelet, a feature usually reserved for high-end watchmaking, using a bio-sourced folding butterfly clasp for ultra-lightness. It’s a novel feature, but adds a distinct look and an unmistakably Swatch aesthetic – with the guarantee of Swiss-made quality.

But of course, Swatch’s new location isn’t just about the watches – although it’s one of the brand’s inherent appeals. It’s about creating an immersive experience for Australia’s discerning watch enthusiasts to explore new collections at the store’s bar concept, finding the perfect Swatch to suit their style and updating their wrist game.

It’s the perfect marriage of retail and hospitality, transforming Melbourne’s Collins Street into a vibrant community hub where visitors can share their passion for Swatch’s iconic releases.