Illustration, animation, print design, motion graphics, film, music and fashion news will all be promoted on the new site.
Translated into 17 different languages, the site has been designed for a global audience and will encourage user-generated content.
Swatch is a long-standing client of Viacom Brand Solutions, which has developed the site to re-establish the brand’s link to the creative world, according to Seema Alibhai, director of communications at MTV Networks International.
‘Swatch has a historical link with art, design and fashion and wanted to go back to its roots, so we’ve created something where kids can upload content and exchange ideas,’ says Alibhai.
Antionio Canto, senior vice-president at Viacom Brand Solutions, adds that the site,www.swatchmtvplayground, takes its look and feel from a new Swatch collection, Colour Code, and ‘will attract new designers and artists and give them a platform to express themselves’.
The site is expected to go live by the end of the week.