A cult classic gets a Gen Z reboot. Swatch first dropped the SCUBAQUA in 1990 and it became a fan favourite, thanks to its bold design and irreverent campaigns. With no new release since 2013, this wasn’t a refresh. It was a full reintroduction.
The brief was to bring SCUBAQUA back in a way that felt fresh and unexpected, creating desire with younger audiences without losing the collectors.
We call it the Jelly Effect. The new colourways were inspired by jellyfish, so that’s exactly where we went. The watch becomes a portal that pulls you out of the everyday and into something surreal. Offices flooded. Hydrants burst. A corner shop turned into a jellyfish boutique. High-spec CGI for the product, real water tanks for the lifestyle world. Playful, fluid, and unmistakably Swatch.
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The brief was to bring SCUBAQUA back in a way that felt fresh and unexpected, creating desire with younger audiences without losing the collectors.
