Swatch, the leading watchmaker of Switzerland and one of the most well-known brands in the world, was established by Nicolas G. Hayek in 1983. Swatch’s first watch surprised everyone with its' revolutionary concept, creative design, and provocative soul. As for the Swatch philosophy, making its presence felt in virtually all of its products and projects, it is vivacious, dynamic, sarcastic, and transparent. Today, Swatch continues to innovate and surprise people with new designs, collections, and limited edition watches. It holds a powerful position in the sports world through its commitment to sports such as snowboarding, skiing, surfing, beach volleyball, and mountain biking. Maintaining its bond with art and artists from the very beginning, Swatch stands out as a prominent canvas for numerous artists from a wide range of various disciplines.