Safilo will produce the first collection of Swatch eyewear, to be launched next spring. In a joint statement, the two companies said they had reached a five-year collaboration agreement for the “Swatch The Eyes” collection characterised, according to the companies’ statement, by creativity, playfulness and dynamism, which will be supported by the Swatch campaign “I always want more looks.”

The collection, which for the moment only includes sunglasses, will be designed jointly by Safilo and Swatch, The Italian company will take care of the development and production of glasses through its European production network. “Swatch The Eyes” will be distributed through the Swatch international sales network, and in a first stage, at the American chain of Safilo shops, Solstice, eventually followed by carefully selected specialist retailers in North America.

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With this joint venture, Swatch and Safilo aim to expand Safilo’s distribution in other areas of the world through a network of high-level eyewear retailers, in addition to the Swatch Group own sales network. “This partnership – said Safilo’s CEO, Luisa Delgado – represents a milestone in our strategic plan for 2020. Our portfolio is enriched with an iconic brand and a range of unique products, with a young, fresh and innovative DNA, allowing us to consolidate our presence in the mass-cool segment.

This agreement also allows us to reaffirm our commitment to the European production of glasses for the mass-cool segment, thanks to the highest quality models and innovation resulting from the simplicity of our production and from the implementation of modern production processes. It is a great honour for us to collaborate with Swatch and to translate the philosophy that has always inspired this brand into a pair of glasses.”

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