Mika, who also turns 30 this year and is famed for his creativity and love of fun, is a perfect partner for the similarly quirky Swatch. The video for his latest single, Popular Song, will star Mika wearing the Swatch Touch Blue, and a newly launched TV advertising campaign features Underwater, from Mika’s most recent album, The Origin of Love.
Partnering with the International Art Exhibition, La Biennale di Venezia, for the second time, Swatch will also be accompanied by Mika this year. The singer is notably featured within the SWATCH_Faces concept that is the signature theme for the brand’s presence and partnership with this world renowned exhibition of contemporary art.
The wall of art showcases images of 30 people who, as with Mika and Swatch, turn 30 years young in 2013. The carefully chosen individuals all born in 1983 will be wearing their favourite Swatch and will be represented by a separate portrait.
In addition, Mika will bring his creativity to a special watch design later this year. Commenting on the partnership, he said: “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. 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.”