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Watch manufacturer Swatch teamed up with Grandlife to stage an unusual interactive promotional event at the Tribeca Grand Hotel in New York on Friday 11th February, with Swatch using the social micro blogging website Twitter to promote the event. A dress which was made completely from Swatch pastel coloured watches was paraded in front of the event audience by a model who was named as 'Swatch Girl', in total the watch dress consisted of 107 blue, purple and white Swatch watches from the new pastel coloured collection. Anyone who had attended the event was given the chance of getting their hands on one of these pastel Swatch watches simply by sending a tweet to the Swatch Twitter page @swatchus and the unique twist was that the watch would then be removed from the model as tweets came in. The watch dress itself had taken around 2 hours to fit to the model and the event started at midnight. Tweets started coming in faster than anticipated and by 1.30 am all the watches were gone, although many male event goers were left disappointed as the model was wearing another dress underneath. All in all the event was a great success for Swatch and a fantastic promotional idea, and according to Mashable Swatch estimated that around 400,000 people had found out about the event just through Twitter alone.

Swatch Watches has insisted that consumers can buy its products with confidence after allegations made on Swiss television regarding its use of leather.Swiss TV show Rundschau - screened by Schweizer Fernsehen last week - suggested that Swatch watches with leather straps and other fashion items from different firms had been made in a manner that was cruel to the animals the materials were derived from.However, the company has denied this and assured consumers that all products from its ranges as well as its suppliers comply with strict ethical legislation.Its Far Eastern Procurement Service division is now carrying out an investigation into the matter."Products from such doubtful sources as those described by Swiss Television have no place in the Swatch Group product offering," a Swatch spokesperson said.In August, it was revealed by Swatch Group AG that its sales had jumped by 22 per cent in the first half of 2010, perhaps as a result of its new fashion watches.