Safilo Group, Popular Watch Brand Team Up for Eyewear Collaboration

Italian eyewear maker Safilo Group has struck a five-year agreement with Swatch to produce eyewear under the latter’s brand, the companies announced. The first collection, called Swatch the Eyes, will be unveiled this spring and be supported by the “I Always Want More Looks” Swatch advertising campaign. Under the agreement, Safilo and Swatch will co-design the eyewear, while Safilo will manufacture it at its European facilities.

"This partnership represents a further milestone in our 2020 strategic plan,” says Safilo CEO Luisa Delgado. “We are adding an iconic brand to our portfolio, complementing our presence in the vast and fast growing Mass Cool consumer segment with a unique proposition that leverages the smart, playful, innovative DNA of Swatch. … We feel privileged to become stewards of the Swatch brand, and to apply its philosophy in eyewear.”

The press release can be found on Swatch’s website