From Swatch Intern to Chief Design Officer at On: Interview with Thilo Alex Brunner

February 29, 2024

When I first came across On shoes, over a decade ago, I was living in Senegal and visiting the Silicon Valley for work. I was immediately struck by the unique futuristic yet comforting looks. I certainly did not expect that, half a dozen

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The Watch Customer Experience in Bienne: Small Things Make a Big Difference

October 19, 2023

As you may know if you've been here before, I love buying pre-owned watches. The variety, the serendipity, and the story behind each piece are a lot more magical to me than a thick carpet, engineered lighting and unscratched, shiny cases. For that

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Starting Tomorrow, the Streets of Bienne Will Host the Arty Show with a Special Watch-Related Guest

October 3, 2023

As of Wednesday October 4th, the streets of Bienne will feel like a giant art gallery. Covering a lovely path from the train station to the old town, the Arty Show is back, for its 5th edition. Founded in 2018, the initiative mixes

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The Good Vibes at the Swatch Boutique in Bienne

September 17, 2023

The Swatch HQ boutique in Bienne is officially a Drive-Thru. You can come with your car, order via an intercom and collect your watch at the window a few meters away without leaving your seat. Some special boutique watches are even delivered in

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Celebrating 40 Years of Swatch with the Author of “Stay Tuned To Swatch”

March 1, 2023

As Swatch's 40th birthday was approaching, I started to think of what to do on this blog. I knew I had to do something. I almost felt pressured to, with people asking me what I was planning. Of course, I didn't mind, on

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12 Cool Bienne Watch Facts You May Not Know

July 26, 2022

Earlier this month, I asked on Instagram if folks preferred a post about cool unknown Bienne watch facts, or one about what makes Bienne...  Earlier this month, I asked on Instagram

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The MoonSwatch, Anchoring Omega for Decades to Come

June 13, 2022

Guest Post - For the first time on MIB, a post not written by yours truly, but by a guest author, conveniently also called Alex. Alex is no stranger to this blog, having already been interviewed by the other Alex (still following?)

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Help the Red Cross in Ukraine, Win a VIP Bienne Watch Tour & a MoonSwatch

April 12, 2022

Update: target reached 10 days before the campaign closing, thank you to all the donors! While 2,000 CHF is obviously a modest amount at the scale of the needs, I was very pleased that we could get together as a community and make

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The Pirate Flag Outside Swatch Group HQ

April 8, 2022

After posting about this on Instagram today, and some of the feedback I received, I thought it would be worth going a bit deeper on the topic than what I could write as a caption. The picture above was taken earlier this week

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A Special Day Watching the MoonSwatch Take Off from Bienne

March 27, 2022

Both the OMEGA Speedmaster Professional Moonwatch and Swatch have made history in their own right over the past decades. Yesterday, in arguably the most anticipated and crowd-moving launch the watch industry has ever know, they did it together

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