How can Swatch connect with its customers during a new collection launch? Paying tribute to sixty years of Bond movies, Swiss watch brand Swatch launched its Swatch x 007 collection. I strategized a Swatch pop-up store that showcases the six Bond-inspired watches and celebrates six decades of James Bond.

This is a self-initiated concept.

Swatch x 007 Pop-Up Store

ROLE

  • Experiential design strategist

TEAM ASSUMPTIONS

  • Core Swatch team: Store design, marketing, producer

  • Vendors: Interior architects; fabricators for interactive and visitor tracking components

TIMELINE ASSUMPTIONS

12 weeks

(Hypothesized) Problem

Swatch sales have recently gone down, and brick-and-mortar stores have especially seen a significant decline in foot traffic in sales as customers turn to online shopping. The upcoming launch of the Swatch x 007 collection, in conjunction with the 60-year anniversary of James Bond films, is a unique opportunity to grab the attention of new Swatch customers and loyal Swatch fans alike. To celebrate the new collection, Swatch is planning to open a a pop-up store experience in a major city location that receives heavy foot traffic and is easily accessible for both locals and tourists.

Assumptions

  • Pop-up store location has been approved 

  • Swatch has provided some data on its customers

  • Key resources (e.g., design team, technology partners, pop-up store staff) have been sourced

  • Proposed strategy is within Swatch's budget and timeline

Solution

The pop-up concept aimed to immerse visitors into the James Bond moments that inspired the six Bond watches. Swatch’s behind-the-design narratives would showcase its creativity, and the interactive elements would allow people to explore the connecting thread between the Bond designs and their personal culture. Ultimately, the experience would linger and inspire people to engage with Swatch or watch James Bond movies after they leave the store.

Process

Success metrics

I hypothesized that a successful in-store experience would result in visitors thinking about the Swatch brand and merchandise after their visit, and would thus impact metrics for overall brand engagement and sales, including both in-store and online. To evaluate the effectiveness of the pop-up store strategy, I defined success metrics across 3 categories:

  • In-store engagement

  • Social brand engagement

  • E-commerce engagement

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In-store engagement

• # Store walk-throughs

• Dwell rate of hot spots

• # email sign-ups

• # selfies taken at photo booth

• $ sales (compared to traditional Swatch retail store)

• # watches sold (compared to traditional Swatch retail store

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Social brand engagement

• # mentions & hashtags in user-generated content about experience

• Likes & comments on Swatch’s social posts

• # followers on Swatch social accounts

💻

E-commerce engagement

• $ sales

• # watches sold

• % conversion rate

• # visitors, including % new/returning visitors

• Average session duration

• % email opt-in rate

Brand research

I researched the Swatch brand to make sure the pop-up store experience would convey the Swatch personality. The key insight was that the brand believed in self-expression, where the watch served as a an extension of the self.

Key brand highlights:

  • The name “Swatch” originates from the shortening of the phase “second watch.” —> Swatch is not just a watch; it’s an accessory that serves as a statement. 

  • Playful, unique designs shifted Swatch from being purely functional to fully expressive. 

  • Swatch celebrates its designers, artist collaborators, and fans through events that promote their lifestyle and interests, spanning across the arts, sports, adventure, and travel. 

Value matrix

To ensure the experience would embody both business and customer values, I outlined the top 3 values for the brand and customer that served as a guide post during ideation.

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Swatch’s values

• Creativity

• Originality

• Innovation

😎

Swatch customers’ values

• Self-expression

• Fashion statement

• Personal culture

Experience goals

I used a “feel, think, do” framework (a variation of the “see, think, do” framework) to consider the emotional and interactive elements that could create a memorable visitor experience.

🤩

Feel

• Connected with Bond designs and Swatch brand

• Entertained while learning about inspiration for Bond collection 

• Thrilled at prospect of owning a limited edition Swatch watch

💭

Think

• I can see myself wearing that watch

• I need this watch because it embodies who I am

• Whoa, it’s amazing to see which parts of the movie inspired the Swatch design!

• This is one of the most memorable stores I’ve been to

⌚

Do

• Purchase Swatch watch

• Discover stories behind Bond-inspired Swatch designs

• Share photos/WOM

• Remember pop-up store experience

• Indulge in a Bond movie marathon weekend

User journey

Using the “feel, think, do” framework as a guide, I mapped out a user journey of the visitor by highlighting key touchpoints within the pop-up store experience.