A brand new Swatch Event Showroom has opened its doors to welcome in Belfast's most discerning shoppers and browsers. Temporarily located in the city's Victoria Square Shopping Centre, this unique space features the new Swatch & Fashion collection designed by Jeremy Scott, the New Gent 3 collection, the Colour Code collection, among other amazing styles. A selection of interactive devices, situated in the Event Showroom, will enable visitors to discover more about Swatch's fascinating history as well as its various ongoing projects, events and collaborations. Customers captivated by the various amazing products on display will, of course, be able to purchase them within the Event Showroom.

Swatch has consistently championed and explored the exciting links between Art, Fashion and Sport - three areas which form the pillars of the Swatch brand. More specifically, the convergence of the best contemporary fashion and music is often at the heart of Swatch collections and events. With this in mind, the Swatch Event Showroom purposefully celebrates the relationship between all-things sonic and stylish, was launched a few weeks ahead of the much-anticipated 2011 MTV EMAs, taking place in Belfast's Odyssey Arena, on November 6th. Swatch is one of the main European sponsors of this year’s show.