Swatch continues to refresh its retail outlets in the UK with the re-opening of its Edinburgh store.
The store re-opened at the weekend following an extensive refit. Swatch moved to 99a Princess Street from premises at 42a in February, initially opening as a pop-up.
The opening of the new 60sqm retail space follows last week’s launch of an innovative open-plan kiosk concept at Westfield London.
Like the Westfield London concept, the Princess Street store has been dressed to reflect the brand’s current Surfing the Wave, Hawaiian-themed collection and campaign with two giant watches in the windows.
Canvas walls, a concept introduced when Swatch’s Nottingham store opened in April, will allow new campaigns to be introduced up to three times a year and quickly change the look of the store.
Swatch’s Flik Flak, the world’s best-selling children’s watch, has also been given its own space within the store with low level displays and a small seated grass area installed for younger watch customers.