b' 33ONE TO WATCH By sparking new trends, and by giving the widerpublic an opportunity to connect with up-and-coming artists, Swatch offers a helping hand in bolstering the commercial success of the new and improved Rue du March 40.Launched in 1983 following a revolutionary strategy that was to forever change the face of the Swiss watchmaking industry, Swatch isSurprises in storeone of the worlds best-known brands. SwatchSwatch, based in Rue du March 40 for many became a playground for artists and designers years, jumped at the buildings transformation a watchmaker with a taste for the provocative,to update their stores layout and design, producing art made to sit on the wrist. Its ever- bringing it up to date with their latest evolving collection unfolds in a thoroughlyconcept. But work planned in the upper floors inspired, cosmopolitan showcase, taking inwas impossible without work on the ground a breath-taking variety of styles and feels. floor where the Swatch store was located. Essential structural reinforcement of the floor and technical work for the hotel rooms meant the store had to close temporarily.A strong, creative identitySwatch has always seized the opportunity to showcase its brand in remarkable settings. Browsing a Swatch store is like stepping into a hall of mirrors: a beguiling display of repetition, coalescence, and popping colors, like an art gallery whose pieces are on constant RUE DU MARCH 40GENEVArotation. Today, the brands watches are instantly recognisable all over the world: you can truly spot a Swatch from a mile off.Both Swatch and citizenM invite artists to participate in their concept. The students of the Lausanne art school, ECAL are omnipresent at Rue du March 40, with work exhibited in the hotel lobby and available on the Swatch personalisation platform.'