Swatch Prepares for Push

NEW YORK – Swatch, the mercurial $1.5 billion watch company, will unleash a new global creative strategy next year, looking to paint both a contemporary and a timeless image for the band. Swatch will dole out $7.5 million in the U.S. alone, with television and print ads pushing the brand’s new global theme, ‘The art of changing.’ The campaign, imported from the company’s main creative shop, Barbella, Gagliardi, Saffirio of Milan, Italy, illustrates that ‘Swatch is many things and Swatch is always there,’ said Missy Farren, Swatch’s vp of marketing in the U.S.