SPARK | Music supervision by Spark for the global SWATCH Touch campaign
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Music supervision by Spark for the global SWATCH Touch campaign


About Swatch

The Swatch Group Ltd. is a Swiss company and watch manufacturer. It was formed in 1983 through the merging of the two Swiss watch manufacturers ASUAG and SSIH, and took its present name in 1998 (formerly SMH Swiss Corporation for Microelectronics and Watchmaking Industries Ltd).

The Swatch Group has around 23,600 employees.

Swatch unveiled a new collection of touch-screen timepieces, adding some futuristic technology to its collection of fashion watches. The Swatch Touch is a colourful new collection of trend-setting timekeepers with big-screen LCD dials and a touch-sensitive zone in place of pushbuttons. The watch is available in camouflage, black, white, turquoise, pink and purple.

The Swatch Touch collection was designed to offer a streetwise fashion twist to timekeeping, taking inspiration from “urban rhythms and electric sounds, boarders up on snow and surf, riders taking life to extremes”.

Spark was tasked with finding the right music for a wider audience. MC Hammer’s iconic 1990 track ‘U Can’t Touch This’ was of course perfect for Swatch Touch; the song also works extremely well with the visuals of the TV ad and the slogan at the end of the ad.

Spark managed all research and negotiations with music rights owners and contracts.

Patrizia Caruselli, co-founder of Spark and Managing Director of Spark Zurich said: “Swatch ads are always fun. This time we got the chance to work with a cult classic by MC Hammer. The ‘Swatch Touch’ campaign is a perfect example of how a well-known hit can complement images without being old-fashioned. On the contrary, the song’s powerful beat and good mood gives the ad a great twist.”