The creative passion of the Swatch Scuba Libre collection represented that there’s no limit to the power of our imagination, and encouraged us all to be ‘Mad About The Sea’. The launch of the collection started with a two-day celebration in New York City that was followed by a national tour, with stops in Miami and Los Angeles.

The launch announced a partnership with the City of New York Parks & Recreation’s Swim for Life program that enriched the lives of 500 second graders with a 10-week water safety education course, and included a press event at the High Line 14th Street passage that transformed the urban environment into an underwater realm to unveil the collection. Through the national tour, we invited people to dive into an underwater urban adventure where fashion and art united as one – compete with mermaids, dj’s and a massive waterfall swing.

Swatch donated to NYC's "Swim for Life" program with the help of supermodel Carolyn Murphy.
Vampire Diaries star Paul Wesley talked to the kids about water safety (E! Online).
Scuba divers and mermaids were on hand during in-store events to meet with customers.
Scuba brand ambassadors on the custom water swing.
Underwater elements were brought to life in urban environments.
DJ Dasmatic (TJ Mizell) spun at the High Line launch.
Through a social media contest, fans submitted their version of 'Mad About the Sea'.
Traditional Hula Dancers greeted customers and performed at the Ala Moana store in Honolulu, HI.
Swatch ProTeam Surfer, Kassia Meador, met with local fans to provide some pro surfing advice.
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