Swatch recentlychose a unique method of raising awareness of its new ladies line by combining Twitter with a dress made out of Swatch watches.
A New York Fashion Week party held on Friday 11 February at the Tribeca Grand Hotel saw a model dubbed 'Swatch Girl' show up wearing the unusual get-up, consisting of 107 Swatch watches.
The pastel-coloured timepieces highlighted the best models from Swatch's New Lady collection, and lucky attendees were offered free watches straight from the model's Swatch-based dress for sending tweets to @swatchus with the #swatchgirl hashtag.
The dress (pictured) tooktwo hours to build from scratch but only an hour and a half passed before Swatch Girl was left in just the sheath upon which the Swatches had been constructed.
The popular watch brand estimates that the stunt, a joint promotional effort between Swatch and NYC event guide CityLife, reached an impressive total reach of 400,000 from party-goer's Tweets alone.
Look out for the Swatch New Lady collection, coming soon to the Watch Hut.
Photo courtesy of Swatch/GrandLife.