If Taylor Swift and Swatch ever collaborated it could be MoonSwatch massive

Zach Blass

In a watch world with so many celebrity ambassadors and “friends of the brand”, is it not rather confounding Taylor Swift has yet to ink a deal with a watch brand? I know such a statement may seem incredibly random, but an old horological shark tank pitch in the back of my mind has resurfaced.

 

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With her NFL boyfriend Travis Kelce recently making horological headlines, and even his brother Jason getting in on the action, the thing that could be even more massive than a Kelce watch brand moment would be a Swift watch brand moment. And with her vast army of devout fans, it could stand to be a major crossover between the watch world and mainstream culture.

Sure, easy and obvious pairings would be brands like Bulgari or Chanel. I could certainly see Taylor Swift wearing a Boyfriend or J12 were she to represent Chanel, and Bulgari that already works with Blackpink’s Lisa could enlist Swift to be its ambassador for further global popstar domination. She could also enlist someone to help start an independent necklace or choker watch brand – a style she has certainly popularised or at the very least brought attention to.

The best pairing in my opinion, however, is actually with Swatch. While she certainly enjoys luxuries such as frequently flying private across the world, Swift does not come across as somebody who wants to endorse higher-end products. She creates for the masses, not the 1%. While concert tickets for her Eras tour have had premiums to rival unobtanium watches, Taylor has expressed her disappointment with companies like LiveNation and Ticketmaster for fostering an environment in which her tickets are out of reach for her true fans. So, were she to collaborate on a watch, she would want to make it as accessible as possible – both in pricing and in terms of the age range that could enjoy it. It would be hard to beat Swatch in this regard.

Whether or not you are a Swifty, I think we can all agree a Swatch Skin collection, where each of Taylor’s album covers is printed on the dial would be massive – like MoonSwatch massive. And even have a similar gotta catch ’em all appeal and a more approachable price of just beyond US$100. Sure, this may not appeal to most inner-niche watch collectors. But to capture the attention of a fraction of a fraction of her fanbase stands to generate some serious revenue where both Swatch, Swift, and her Swifties would all win.

If Swatch were to do this, or my Olympic MoonSwatch concept, I would be fully expecting a commission or royalties.