Brief

Dalziel & Pow is the designer of Swatch’s first independent UK outlet, a 20m2 concession in Spirit, the young fashion department at London’s Selfridges store. Dalziel & Pow was approached by Swatch while working for Signet company H Samuel. The existing Swatch shop in London, created by Italian designer Senr Savetta, is owned by Signet. ‘This is the first time Swatch has run its own show. It’s an experiment and could lead to expansion,’ says director David Dalziel.