On December 7, Luxe.CO was invited by Swiss watch brand Swatch to attend the finals of the 2024–2025 FIS Freestyle Ski Halfpipe World Cup (Chongli Station).
On the day of the finals, heavy winds and snow descended on Chongli, Hebei Province, creating challenging conditions. Despite a shoulder injury and a fall during her first run, Eileen Gu secured her first title of the season. This marks her 15th World Cup championship, breaking the FIS record and making her the most successful athlete in World Cup history across genders.
This event not only served as a showcase for the pinnacle of skiing talent but also played a crucial role in accumulating points for the 2026 Winter Olympics in Milan.
As a Swiss brand, Swatch has a long-standing association with skiing and extreme sports. For three consecutive years, it has been a key partner and sponsor of the International Ski Federation (FIS).
This winter, skiing has become a hot topic among many sports and outdoor brands. However, Swatch, as a watch brand, stands out for its enduring focus on the sport. Why does Swatch continue to invest in skiing?
Switzerland is one of the cradles of global skiing culture. From early outdoor skiing expeditions to today’s professional competitions, the spirit of Swiss skiing has deeply influenced the global skiing community. The country is home to numerous renowned ski destinations, including St. Moritz, Davos, and Zermatt. These areas are celebrated for their excellent skiing conditions and stunning natural scenery, attracting countless tourists and making skiing one of the most beloved outdoor activities among Swiss locals.
Simultaneously, Switzerland is recognized worldwide as “the watchmaking nation.”
During the 1960s, the Swiss watchmaking industry faced an unprecedented crisis with the rise of quartz watches, which captured a significant portion of the global entry-level market. At a crossroads, Nicolas Hayek Sr. responded with the innovative and affordable Swatch brand, embracing the quartz watch revolution and introducing “Swiss-made” craftsmanship to the industrial watch segment.
Luxe.CO previously visited Switzerland as one of the first Chinese and international media representatives to explore the country. The journey included visits to two ETA factories under the Swatch Group, as well as the Swatch brand headquarters, where we interviewed Nick Hayek, CEO of the Swatch Group and a legendary figure in the Swiss watch industry.
Swatch has maintained its commitment to skiing and extreme sports through initiatives like:
- The Swatch Proteam. This elite team comprises world-class freestyle skiers and snowboarders, including Olympic medalists, world champions, and X-Games winners. The brand has also launched the “Sports Champions Series” watches to honor the pioneering spirit of extreme sports champions.
- In 2006, Swatch introduced the Swatch Snowpass watch, designed to address the inconvenience of traditional ski tickets, which can easily be lost or snagged on ski jackets. With an integrated contactless RFID chip, the watch allowed users to conveniently access ski resorts.
- The brand has also hosted, sponsored, and named extreme sports events, such as Nines (known as “Nine Knights”).
In addition to its focus on skiing, Swatch has actively expanded its influence in street culture and extreme sports, cementing its position as a trailblazer in connecting innovative design with adventurous lifestyles.
From BMX bikes, mountain biking, and skateboarding to surfing, Swatch continues to push boundaries, unlocking new possibilities in wristwatches. Through collaborations with global top-tier events and renowned athletes, the brand strives to share the spirit and passion of extreme sports with a broader audience, encouraging people to pursue their passions, explore the unknown, and unleash their inner potential.
For instance, the event known as “Nine Knights” originated in 2008 as a small regional freestyle skiing gathering organized by skier Nico Zacek in Oberstdorf, Germany. Over the years, it has evolved into an internationally recognized, multidisciplinary extreme sports series.
The event, now widely referred to as “Nine Knights,” stands apart by having no medals, podiums, or ranking points. Instead, it provides a creative playground for top athletes to showcase their talents in a fun and innovative way, attracting global attention for its high-level challenges and unrestrained spirit.
In 2023, Swatch became the title sponsor for the Swatch Nines Snows and Swatch Nines MTB events, bringing the skiing segment to the Swiss Alps. This year, Swatch further expanded the series with the debut of Swatch Nines Surf, the first Nines surfing event and the first Nines competition held in the United States.
To inject more style and vitality into skiing, Swatch has introduced a range of flagship watches, offering more options for both timing and ski fashion.
According to the Swatch Group’s financial report for the first half of fiscal year 2024, the Swatch brand achieved remarkable growth. Sales in the Chinese Mainland increased by 10%, while sales in markets outside China reached 2023 levels. At constant exchange rates, total sales increased by 5.6% compared to the first half of 2022.
The report noted sustained high demand for models such as the MoonSwatch, Scuba Fifty Fathoms Swatch, the new “Mission to the MoonPhase” New Moon and Full Moon models, and the “Mission on Earth” collection’s three new editions: Lava, Polar Lights, and Desert.
The collaboration between Swatch and Blancpain for the Scuba Fifty Fathoms series has also been a massive success, with demand far exceeding supply.
The Scuba Fifty Fathoms series features NATO straps made from recycled fishing nets and offers 50-bar water resistance, making it ideal for extreme conditions. Its bold colors and striking design combine excellent performance with a unique sense of style, perfectly suited for tackling snowy challenges or making a visual statement.
About Swatch
Founded in 1983, Swatch is synonymous with Swiss craftsmanship, innovation, playfulness, and a rebellious spirit. Since its inception, Swatch has continuously surprised audiences with its creative watch collections. As a pioneering watchmaker, the brand regularly releases new styles and exclusive series that tell compelling stories and embody its unique ethos.
Swatch is also deeply engaged in extreme sports, including BMX, skateboarding, and surfing, and has long been active in the sports arena. In Shanghai, the Swatch Peace Hotel Art Center brings together artists from around the world, showcasing the brand’s profound love for art.
| Image Credit: Official press release
| Editor: LeZhi
