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This watch certainly succeeds in Swatch’s mission to break boundaries and merge disciplines, to “boost the link energy” as Giordanetti said. Lele is a fashion favorite, until recently more an insider’s brand, but this collaboration will see her attract new audiences while continuing to keep Swatch’s finger on the pulse. At $125, it’s a great price and matches the playful, fun vibe – which, link from cartoon watches to kooky cases – link is what watchmaking increasingly feels all about.

Connection is at the link heart of his personal collection as well. He collects watches that speak link to him that have a story or tell a story. "My experience link has been that as long as you're able to form that emotional bond with the watch it sticks to you and becomes a part of your life. It becomes your companion as cheesy as that sounds."