In the Chinese zodiac, 2018 is the year of the dog. Fitting, then, that it’s also the year in which one of fashion’s most famous hounds has been immortalised in a watch. The new Sistem 51 Limited Edition is a partnership between Swatch and Hackett and features the silhouette of co-founder Jeremy Hackett’s dog, Muffin. “My Sussex spaniel is starting to become a bit of a brand ambassador,” says Hackett. “She is becoming more famous than me, damn it.” Announced tonight, and available in an edition of 1,983 (1983 being the birth year of both brands), it features a robust leather strap, a date complication and Super-LumiNova hands. We spoke to Jeremy Hackett and Swatch COO Gonzalo de Cevallos...
How did this particular project come about?
Gonzalo de Cevallos: "We met some months ago, and we realised immediately that we had to create something together. We have different DNA and, at first glance, we might appear to be very different because of the origins of our brands, but we both share the same authenticity and values and that’s why we have entered into this partnership."
What alternative designs did you consider before settling on this one?
Jeremy Hackett: "I would rather not comment because there were a number of fun ideas that we may use at a later date. 'Swatch this space!'. At the time we were all in agreement that the Muffin Swatch was the most charming and with the numerous dog lovers around the world I am convinced it will be a huge hit."
Both of your companies started in 1983 - what has surprised you most about how they have developed over that timeframe?
Jeremy Hackett: "I can’t say for Swatch but for me it it has been a roller coaster experience building a brand from nothing, to today having the opportunity to collaborate with such an internationally famous watch brand, i can’t tell you how excited I am at the prospect of owning a Muffin /Swatch. Coincidently on the evening of the launch I am later heading off to the Battersea Dogs and Cats home Gala Ball that I have long supported because my first Sussex Spaniel “Charlie” I rehoused from Battersea. I am taking one of the watches to the Ball so that it can be auctioned off."
What kind of outfit do you see the watch teaming with best?
Gonzalo de Cevallos: "A sporty chic outfit or business casual – any attire which allows the unexpected detail of Muffin’s silhouette to speak of the wearer’s personality. Perfect for men who like to be noticed."
£148. hackett.com
