Swatch arrives in Versilia for the summer At the historic Bagno Annetta in Forte dei Marmi

On July 5th, with the launch of a branded space at Bagno Annetta, Swatch officially kicked off its summer season in Versilia. More than a simple promotional event, this is a positioning operation blending lifestyle, beachside design, and image strategy, transforming one of the most iconic spots in Forte dei Marmi into an open-air experiential set. The project revolves around the launch of SCUBAQUA, the Swiss brand’s new line of waterproof watches, inspired by the classic SCUBA models of the past. With five vivid-colored models, marine-themed names, and cases resistant up to 100 meters, SCUBAQUA seems designed both for seasoned Swatch collectors and for a generation seeking statement pieces to wear, share, and post. Its transparent design and fluorescent shades clearly aim to tap into the visual aesthetic of social media: lightness, irony, and an eternal summer vibe.

What makes this activation particularly interesting is the transformation of Bagno Annetta’s physical space. The venue has been reinterpreted according to a Swatch palette, with optical stripes, cushions, sun loungers, and matching inflatables. A hybrid between an international beach club and a photo set, where branding and entertainment merge. More than just a setup, it’s a temporary ecosystem designed to be experienced—but above all documented. The opening event on July 5th, with cocktails, music, and familiar faces from the Italian summer circuit, served as the official kick-off, with content creators and influencers capturing and amplifying the brand's digital storytelling. The installation will remain active until August 30, reinforcing Swatch’s presence in one of the most strategic summer destinations in Italy.