Swiss watchmaker Swatch Group AG will soon venture in sunglasses with its partnership with Italian eyewear company Safilo Group SpA. The new alliance would be a rather long-term partnership of five years whereas Swatch will contribute in the design process of Safilo sunglasses' design collections.

The collections that would involve both Safilo and Swatch in collaboration would be available in Spring this year. The collection is called Swatch The Eyes, reflecting the collaboration between the watchmaker and eyewear maker.

The nature of the partnership between Swatch and Safilo would be that Swatch help design the collection. Then, Safilo will be in charge of the development and production on the sunglasses as designed. Safilo would produce the sunglasses with its usual manufacturing network in Europe. Both the companies will take care of the sales and distribution of the collection.

According to Padovaoggi, Swatch The Eyes will be available in Swatch's retail stores worldwide, and also Safilo's chain of shops in America and North America. Furthermore, the two companies also agreed on a plan to expand further distribution in Safilo's other stores outside North America.

Swatch The Eyes aims to establish creativity, playfulness, and dynamism. According to Bloomberg, this is not the first time Swatch had ventured in eyewear sectors, specifically in sunglasses. In the beginning of the 1990s, the watchmaker company had produced retro sunglasses. But then Swatch pulled away from the eyewear game and focus on watch. It's not until this partnership that Swatch reintroduce another eyewear products.

Safilo CEO Luisa Delgado stated, as quoted by Zonebourse, "This agreement represents a further step in our strategic plan of 2020. We add an iconic brand to our portfolio, complementing our presence in the segment with a unique concept based on the clever, playful and innovative Swatch." Safilo also added that they reconfirmed their commitment to the production of European glasses. "It is a privilege to become a partner of the Swatch brand and apply his philosophy to design eyewear products," Delgado said.

Swatch chairman Nick Hayek is also delighted by the partnership. He elaborated that Swatch is a lifestyle brand that captures trends and emotions. And glasses, like watches, also belong to the same categories of products, combining fun, style, and emotion. "Safilo is a quality partner who has an excellent knowledge of the trade. We are pleased to join forces as well," Hayek stated.

With the five-year partnership between Swatch and Safilo, not only we could expect their joint products this spring, but it's likely that the two companies will also release other collections in the years to come. The products will be available worldwide in both Swatch and Safilo stores.