SWATCH, the iconic Swiss watchmaker, partnered with artist Lourdes Villagomez to create a truly special collection centered around Mexico’s vibrant Day of the Dead celebration. Known for her bold use of color and cultural symbolism, Villagomez designed a large-scale, intricate pattern that embodied the spirit of the holiday—rich with imagery of life, death, and tradition.
What made this project unique was the level of personalization it offered to SWATCH customers. Each client could select a section of the Day of the Dead pattern to be applied to their watch, allowing them to take a ‘slice’ of the entire artwork and turn it into their own customized piece. This approach ensured that no two watches were alike, as each captured a different fragment of the vibrant, intricate design.
Through this collaboration, SWATCH brought a new dimension of artistic expression to their timeless pieces, merging mass-market accessibility with personal creativity. The result was a stunning combination of craftsmanship and individuality, with each watch serving as a wearable work of art that held cultural significance while appealing to a global audience.
