Swatch has chosen via Montenapoleone for the launch of its first Pop-Up shop in Italy. Starting tomorrow, and for the next three months, the colourful and ironic world of Swatch will find a home at number 6/A on one of the most prestigious international shopping streets. In the brand-new space, just 30 square metres in size and with an 8-metre-high display window, customers can initially choose from the Spring-Summer Buzz collection and a colourful selection from the core collection. But the Swiss brand's surprises will continue unabated during the three-month opening period: the interior look - from the image to the colour of the furniture - will constantly change as new models are released, offering an adventurous journey into the realm of time. The first events planned are the launch of the new New Irony Chrono, a men's model that will not leave women indifferent, available from 15 May. And then the brand new Scuba Libre, a real must-have for the summer, from 6 June.
