Filipinos like to wear happiness on their wrist

MANILA, Philippines — From lively fiestas to the wide smiles on their faces to the colorful watches they wear, Filipinos favor the bright, happy side of life, says the Spanish-born chief operating officer of the popular Swiss brand Swatch.

In an interview with The STAR on the virtual eve of Philippine Independence Day, and on the kickoff ceremony for Swatch Philippines’ 30th anniversary, Gonzalo de Cevallos said, “Filipinos, they buy very colorful watches because they like to have on their wrist something that really makes them feel happy.”

“A watch is not only a functional accessory for them. It’s more than that,” noted Cevallos, who looks forward to his yearly business trips to the Philippines because the happy energy of Filipinos is infectious. “This is exactly the type of designs of Swatch. You know the DNA of the brand is to bring joy of life, positive provocation, creativity, color.”

Filipinos also like and do the unexpected, that’s why they’re unique, added Cevallos, who has been with Swatch for 36 years now.

“Filipinos also like something that is totally unexpected. They always expect from us something different and now with this new collection, we are going to surprise them,” announced Cevallos, who was special guest at the launch of the newest Swatch “Big, Bold” product line at the Swatch Philippines main showroom in Makati led by Swatch Philippines founder and president Virgie Ramos and celebrities like Anne Curtis and Nico Bolzico. On June 15, the Big Bold line will be available in the Philippine market.

Bold and unexpected is what Ramos did 30 years ago when she brought Swatch to the Philippines despite the fact that some people were saying, “What does she know about watches?”

Trusting her instincts, and her son Miguel’s forecast that the brand’s time had come in the Philippines, Ramos did the unexpected. She got Swatch Philippines ticking even before the contract was signed with the Swiss watchmaker and launched the brand at a big party at the Hotel InterContinental in Makati City on Nov. 30, 1989. The brand made noise, and the following day, so did the city. On Dec. 1, renegade soldiers launched a coup attempt against the government that reverberated in all sectors.

Undaunted, Ramos poured her heart, soul and resources on the brand, and the rest is history. Thirty years later, Swatch is a ubiquitous status symbol to a multitude of Filipinos, with 16 Swatch stores nationwide.

Aside from favoring the unexpected, Filipinos also like to choose happy designs, observed Cevallos.

“We are really looking forward to that to see if the Filipinos really like to take this challenge, but I’m sure they will,” said Cevallos of the Big, Bold line. With a kick from urban streetwear, each watch from the line is a statement piece boasting a striking 47mm watchcase. The Swiss watchmaker’s new product line calls out for those who are not afraid to put themselves upfront and who are proud to be different. The standard is 39 mm.

“This is really big, but it fits perfectly on the wrist not only in men but also the women,” said Cevallos, who wears two watches every day simply because “I have two wrists.”

On June 15, and for the rest of the year, the world will know if Filipinos like the Big, Bold line, not only because they like the unexpected, but also because the watch enlarges the face of happiness on their wrists.