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Swatch Loves Sports

22.02.2026

Since its founding, Swatch has been a trailblazer in the watchmaking industry. By flipping the script on traditional watchmaking, it created affordable quartz watches that deliver not only Swiss Made quality but also fashion‑forward style.

Sports, along with art and music, have always been central to Swatch’s brand identity. Driven by its values of innovation, positive provocation, and joy of life, it has supported action sports, championing disciplines like skateboarding and snowboarding from their earliest days. It even created the Swatch Proteam, a group of world‑class athletes from cutting‑edge sports who embody these values.

Swatch has also proudly supported global competitions, including the pinnacle of them all: the Olympic Games. Over the years, Swatch has championed more than 40 Olympians and served as the Official Timekeeper for three Olympic Games, Atlanta ’96, Sydney ’00, and Athens ’04, creating iconic Olympic and Paralympic‑inspired watches and collections along the way.

Now at the House of Switzerland, Swatch is once again proud to be part of all the action surrounding the Olympic and Paralympic Winter Games Milano Cortina 2026. Inspired by the occasion, it has created SNOWY SLOPES and CHASING PEAKS, two watches brought to life in the “Imagination Vibe” color palette and enriched by details that echo the spirit of the event.

Photo Credits: Now.Here Agency