Press release
61KB
may 04, 2015 - Swatch
Buy a Swatch at Expo 2015 and make the Earth greener
Swatch will plant 5151 fruit trees in Kenya and in Italy: a virtuous green project for a fun, healthy celebration of the Universal Exhibition, where Swatch is Official Watch & Timekeeper Sponsor.
Buy a Swatch at Expo Milano 2015 and help make the earth a greener, more generous place. The official presentation of the new Swatch EXPerience on 1 May will see the launch of a program in partnership with Treedom for planting 5100 trees in Kenya to celebrate the theme of the World’s Fair, "Feed the Planet: Energy for Life". The number of trees is not a matter of chance, but reflects the significance of the number 51: the number of components in a Swatch, and the name of the successful SISTEM 51 watch line.
Filippa Lagerback, well-known for her interest in ecology and wellness, will receive afternoon visitors to the innovative, original Pop-Up Storeacross from the Chinese Pavilion to offer them an opportunity to make a “green” purchase in solidarity. The first 5100 visitors who buy a Swatch will receive one of the fruit trees in the campaign as a gift, and will be able to watch it grow online on the website www.treedom.net by entering a personal code printed on a special card. Every tree will be photographed and geo-localised using Treedom’s exclusive system.
Swatch’s green project pursues the twin goals of generating benefits for the environment and supporting the farmers who will be planting trees in Kenya. Swatch trees will produce fruits useful not only for feeding the people involved in the project – more than 1400, counting the families of the 250 farmers involved – but for supporting and developing a form of micro-enterprise based on processing and sale of fruit in local markets.
Swatch’s commitment will continue over the years: 51 orange trees will be planted in Milan at the end of the World’s Fair.
Swatch EXPerience, a game associated with the brand’s playful character, will be a fun attraction for children of all ages. Here visitors will be able to buy watches in the two collections created specifically for Expo Milano 2015. The official collection includes three models bearing the event’s logo and colors on the dial and strap: an homage to Expo Milano 2015 and the city of Milan, with which Swatch has intense historic ties. The other collection, Mediterranean Dolce Vita, includes four watches – Tomatella, Onione, Vitamine Boost, Sardina – which Swatch dedicates to the classics of the Mediterranean diet, to emphasise how time spent at the table can be both healthy and fun. The four models are also available together, sold in special “food” packaging, in a limited edition of 500 sets.
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