Swatch joins Chinese New Year celebrations around the world

MANILA, Philippines - Today, January 31, 2014 — the first day of the Year of the Horse — Swatch joins Chinese communities around the world in celebrating Chinese New Year.

Horses play a legendary role in Chinese history and culture. As one story goes ....

A long time ago there lived a kind of horse on the vast lands of Eurasia. It is said that this horse is almost three meters high, that it has a long neck and looks very tall and sturdy. Apart from his body there are two separate wings with a ring of colorful hair at the edge. When it cranes its neck and utters a long and loud cry, the voice is quite pleasant and powerful. Thus people gradually came to use “the air of this horse” to describe an extraordinarily healthy person and deliver his positive energy.

The upcoming Chinese New Year festivities will see fantastic and inspiring horses of all kinds as colorful parades wind through the streets. Horses are everywhere in China’s art, too, and have inspired the design of the Chinese New Year Special from Swatch, Year Of The Horse. The design recalls traditional Chinese drawing and calligraphy with its inky black brush strokes and watery grays on white ground, and its dynamic impressions of horses in motion are a fitting tribute to the Year of the Horse.      

The explosive power of a horse in motion dominates the Special Packaging, as well. Lenticular printing brings gold, red, blue and black horses to life, highlighting powerful silhouettes against bold red, black and blue skies. It’s a magical combination of traditional Chinese art and innovative technology: the lenticular surface presents different hand-drawn images as the packaging is moved and the viewing angle changes.

Chinese New Year brings families together for shared meals, parties and exciting parades celebrating the horse and its prominent role in the year to come. According to a popular belief, persons born in the Year of the Horse share the animal’s characteristic features.  They’re likely to be talkative, forceful and independent individuals with strong opinions. Others say horses are perceptive, good with money and seriously charming. With these proud animals leading the charge in 2014, it’s bound to be an auspicious year.

   Swatch is available at Swatch Shops in Glorietta 1, Greenbelt 5, Trinoma, Alabang Town Center, SM Megamall, SM Mall of Asia, SM City North EDSA, SM City Davao, Rockwell Power Plant Mall, Greenhills V-Mall, Shangri-La Plaza, Robinsons Place, Ermita, Sta. Lucia East Grand Mall, Festival Mall, Marquee Mall, Pampanga, Ayala Center, Cebu, Abreeza Mall, Davao, SM Lanang Premier and Veranza Mall, GenSan.