Swatch is making waves with the launch of its new SCUBAQUA collection, the result of a bold collaboration with creative agency MOX. Inspired by the hypnotic movement and translucency of jellyfish, the campaign blends aquatic fantasy and digital artistry to showcase Swatch’s unique spirit of irreverence and innovation.
To bring this underwater dreamscape to life, the campaign was shot in none other than Europe’s largest aquarium — a massive 10,000 square meter tank in Bulgaria. The setting offered the perfect playground for a production that had to capture both motion and still imagery in just two days, under intense logistical constraints.
The creative concept draws on Swatch’s long-standing identity: bold, playful, and imaginative. MOX embraced this identity with a visually stunning execution that merges lifestyle footage and high-end CGI, created by Dada Projects, to construct a surreal aquatic universe where jellyfish float alongside timepieces in shimmering harmony. The result is a campaign that feels immersive, otherworldly, and unmistakably Swatch.
The production was a challenge of speed and precision. With a tight schedule, wardrobe, hair, and makeup teams remained on standby to adapt quickly between scenes. The final shot — featuring model Morgane drenched in water for the sequence titled ‘Little Shop of Jellies’ — was impressively captured in a single take, a testament to the crew’s coordination and agility.
More than just a watch launch, this campaign is a creative statement. It reaffirms Swatch’s position as a cultural pioneer in the watchmaking world, pushing the boundaries of storytelling while staying true to its whimsical DNA.
Matt Bolton, co-founder and creative director at MOX, summed it up: “Swatch has always ticked different. To reinterpret that bold legacy through the lens of SCUBAQUA, with a campaign anchored in fluidity, light, and jellyfish-inspired surrealism, was a journey we won’t forget. The ‘Jelly Effect’ became our central visual metaphor – a tribute to Swatch’s playful irreverence.”
With this campaign, Swatch not only showcases a new timepiece, but also dives headfirst into a new era of immersive, hybrid storytelling, where fashion, fantasy, and digital design come together to captivate a global audience.
