Creativity is a result of individual talent, but also of its environment. Young talents are the driving force of creativity, standing for diversity and equality. They challenge brands, and Swatch is a brand that likes to be challenged. With Swatch Cities, the Swiss watchmaker aims at providing visibility and support to young creatives and contribute to their artistic formation while also leaving a long-lasting mark on the playground itself to spark a never-ending surge of imagination and expression.

Swatch Cities kicks off in Madrid, a global reference for urban transformation and a city where the social, business and retail evolution are guided by innovation, positive energy and new ideas.

Back in July, out of the 113 applications, 15 young talents with ages between 18 and 30 were selected to develop artistic projects. With the support of the handpicked creative coaches, these participants explored new and fresh ideas in the fields of contemporary and urban art, as well as music. From October 22 to 27, all participants represent their works of art from the Spanish capital to the world.

Inspired by the creative environment of the Swatch Cities project, the brand joint forces with local and Madrid-based protagonists like the jewelry designers Aristocrazy, urban art group Boa Mistura and the Thyssen-Bornemisza museum for special collections all being unveiled during the event.

The future of Swatch Cities is colorful: Madrid marks just the first stop of Swatch’s new creative and inspiring journey.

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