b'A previewSwatch enthusiastically embraced the offer to open a pop-upstore in the next street, Rue de la Madeleine, to compensatefor the closure for works. Working with PSP, with help fromthe architect and prime contractor, using containers to createa temporary store appealed to the brand from the outset. Andas amazing as the pop-up was, it never compromised Swatchs philosophy where the product is always the star of the show.The envisioned temporary space was designed to host anemotionally charged event, creating both excitement anda preview of what the new Rue du March store had in store.Swatch is a firm believer in the power of artists and their art to change the world for the better. And thats precisely whywe created the worlds most epic gallery of art that sits on the wrist.ALAIN VILLARDSWATCH SWITZERLANDBRAND MANAGERRUE DU MARCH 40GENEVA'