In 2013, Mika was asked to collaborate with Swatch on their fantastic 30th birthday celebrations.
Globe recognised that Mika has a unique sense of creativity which was comparable to the creativity and brand values of Swatch.
As well as this, 2013 marked the 30th anniversary of the iconic Swiss watch maker and it is also the year Mika turned 30…and so a partnership began.
Swatch asked Mika to bring his quirky and colourful sense of fun to the brand.
However the partnership between the two extends past just a design brief. In Mika’s video for his hit song 'Popular,' he is wearing a Swatch watch, the Touch Blue.
The meeting of the 2 then comes again with Mika’s song 'Underwater' soundtracking the adverts for the new 'Scuba Libre' design, launched on 1st June.
Speaking about the collaboration, Mika says, 'Swatch is such an iconic brand. I have always admired their creativity - from their classic and pure designs, to their exciting and wacky collaborations with artists. It's a design brand that has been able to reflect every decade since it launched, while remaining incredibly consistent with its unique design principles. I grew up with Swatch and have been a fan for years, so to be one of the 30 people chosen to represent the brand at their 30th anniversary is brilliant! I look forward to seeing what the next 30 years will hold, too.