Hype around Swatch is not new. The “Second Watch,” launched in 1983 as a fun and affordable accessory you could wear to match your daily outfits, was never meant to be a lifelong heirloom investment. It was always about the heat of the moment. The colorful plastic Swatch caused a massive cultural and commercial “uproar” in the ‘80s and ‘90s, albeit in a very positive way. The brand triggered a global frenzy, with shoppers fiercely competing to buy the latest versions. Swatch was also always collaborating with artists like Keith Haring (1986) and fashion designer Vivienne Westwood (1992–1993), for instance. When Swatch collaborated with Omega to create the MoonSwatch, everything changed. And now, a few years after the Blancpain × Swatch Bioceramic Scuba Fifty Fathoms and right after the launch of the Audemars Piguet × Swatch Royal Pop, I can’t help but start pondering Swatch’s relevance. What’s the difference between working with an artist and another watch brand? The answer is obvious.…