Over time Swatch itself has been lifted upward by its own success with new artist designed limited-edition pieces created by noted artists like Keith Haring.
The idea here is postcard mixtapes: You pick out music (a portion of every sale goes back to the artist) and then select an image from a gallery of limited edition art prints to go with your mix.
"Since setting up Edition Records I have always wanted it to be a label based around the artist and their fans, so that artists feel part of a strong community, " he says.