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Swatch's New 'NO RULES' Collection

Swatch has always been a brand that believes in living life without restrictions or definitions. Since its inception in 1983, it has consistently challenged the norms of the watch-making industry, pushing boundaries and embracing the unexpected. The new collection named 'NO RULES' exemplifies this rebellious spirit, merging freedom of thought with innovative design, encouraging wearers to cast aside convention and express their true selves.

A Look at the Collection

The 'NO RULES' collection introduces a series of distinct timepieces, each with a unique design reflecting the freedom mantra of the brand. Here’s a closer look at some of the standout models:

BROKEN RULES - ¥12,650 (Tax Included)

A striking watch featuring a combination of a black studded strap and a soft blue that clash beautifully, proving that contradictions can define style. The watch face boldly states, “RULES DO NOT APPLY,” inviting wearers to abandon guidelines and embrace their uniqueness.

DISTORT MODE - ¥15,950 (Tax Included)

This piece is a vibrant explosion of yellow and pink, promising to defy expectations and bring to life a world without limits. It captures the essence of freedom and the excitement of unlimited possibilities.

BLANK CHECK - ¥15,950 (Tax Included)

Inspired by torn paper and graffiti art, this watch blends creativity with functionality. Equipped with SwatchPAY! technology, it allows for smart, quick contact-less payments, making it perfect for the busy individual.

PIERCED EDGE - ¥15,950 (Tax Included)

With its bold black design and square dial, 'PIERCED EDGE' embodies the spirit of challenging conventional wisdom. This piece stands as a bold communicator of self-identity.

LASH OUT - ¥20,900 (Tax Included)

Featuring a checkerboard pattern and neon details, this watch makes a strong statement with the phrase “DO WHATEVER THE... YOU WANT,” encouraging wearers to live life on their terms. What you choose to express is left in the hands of the watch, reminding one of their personal story.

A Brand Built on Freedom

Swatch is a brand that knows no restrictions. In its eyes, there is nothing but the exhilaration of self-expression. The 'NO RULES' collection will be available from July 3, 2025, on Swatch.com and in global Swatch stores, inviting watch enthusiasts to dive into a world where creativity knows no bounds.

The Swatch Legacy

Founded in 1983 in Switzerland, Swatch has transformed the landscape of the wristwatch industry with bold and memorable designs. It has remained a leading watchmaker while being one of the most beloved brands worldwide, consistently staying true to its core values. With a commitment to surprise and delight, Swatch is recognized for regularly releasing fresh models and special collections that resonate with an evolving audience. The brand has always engaged intensely with the worlds of action sports, art, and music, forging new pathways of thought and action, encapsulating the quirky joy of life that both motivates and inspires its dedicated followers.

Embrace the spirit of freedom and individual expression with Swatch's latest collection, 'NO RULES'.