Swatch and Alaska celebrate nonconformity in fanzine format

The iconic Swiss watchmaker reaffirms its commitment to national talent and a rebellious spirit through an unprecedented collaboration with one of the most groundbreaking figures on the Spanish cultural scene: Alaska. As part of the launch of its new Swatch No Rules collection, the house presents a limited-edition fanzine—as exclusive as it is disruptive—of which only 100 numbered units have been produced.

The fanzine was designed by artist Juan Pablo Chipe, who reinterprets Alaska’s aesthetic and narrative imagery from a contemporary, punk, and profoundly visual perspective. Never-before-seen photographs, personal statements, and direct references to the generational anthem “A quién le importa”—which has become a symbol of individual freedom since the 1980s—construct a work that transcends the musical and biographical to become a manifesto.

This project represents a creative synergy in which Swatch, a pioneer in fusing art and watchmaking since its founding in 1983, channels the countercultural and experimental spirit of its new line. Swatch No Rules is embodied in five provocatively designed watches, whose aesthetic is marked by aggressive typography, strong graphic messages, and a punk DNA that challenges the traditional codes of industrial design.

With this collaboration, Swatch consolidates a vision that, since its inception, has championed boldness, uncompromising expressiveness, and constant innovation. A philosophy also reflected in its presence in Spain, with nine of its own boutiques, including its flagship in Barcelona and key locations in Madrid, Valencia, Seville, Bilbao, San Sebastián, and Puerto Banús.

The Swatch Group, which also includes brands such as Omega, Longines, Tissot, and Flik Flak, continues to expand its influence with groundbreaking offerings. This limited edition, alongside Alaska, not only celebrates nonconformity as a lifestyle, but also reaffirms Swatch’s role as a catalyst for dialogue between art, music, fashion, and fine watchmaking.

Visit the Swatch website for all the details.

Verdy x Swatch.