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Swatch Goes Streetwear

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Swatch launched its inaugural collection in 1983, a full decade before A Bathing Ape opened its first store in Tokyo. Both brands, however, were ahead of their time. Swatch was the first watchmaker to see a future in stylish, collectible quartz watches, and their ever-changing designs have won them legions of loyal fans around the world. BAPE, meanwhile, was a key player in the Harajuku street style scene of the 1990s and early aughts, whose wild interpretations of fashion and youth culture continue to influence designers today. BAPE’s unmistakable camo t-shirts and full-zip shark hoodies quickly spread beyond Tokyo, earning a loyal following among rappers like Pharrell Williams and Kanye West. Countless limited-edition drops followed in collaboration with brands and artists from Adidas to Def Jam to Coca Cola and, most recently, Swatch.

With the years 1993 and 1983 emblazoned on each watch’s silicone strap, BAPE x Swatch pays tribute to both brands’ pioneering legacies while suggesting still bigger things still to come. Perhaps the first true streetwear watch to come out of Switzerland, these watches will pave the way for more collaborations with more brands, and more limited-edition drops. That’s a good thing for fans of streetwear and watches because, naturally, by the time you read this they might already be sold out.

BAPE x SWATCH drops globally on June 15th, 2019

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