Artist SacSix, known for his urban zen garden inspired street art, developed a groundbreaking spec* campaign for Swatch that redefined the concept of time. In this collaboration, SacSix created a watch that intentionally doesn’t tell time in the traditional sense. Instead, the watch serves as a constant reminder that "the time is now," urging wearers to embrace mindfulness and live in the present moment. With his distinctive zen artwork displayed on the face of the watch, SacSix transformed the timepiece into a symbol of presence and awareness, rather than a tool for measuring time. This innovative approach introduced a new category of time, one rooted in mindfulness and personal reflection. In addition to his artistic contribution, SacSix also took on the role of copywriter and art director for the Swatch campaign, ensuring a cohesive and authentic vision. The campaign extended beyond the watch itself, incorporating social media, outdoor wildpostings and guerrilla artwork.
