When Swatch partnered with GrandLife to host a party for New York Fashion Week, they wanted to promote their recently released New Gent and Lady watch collections by giving them to the taste makers in attendance.

Instead of just sticking them in a goodie bag or handing them out at the door though, Swatch decided to make partygoers work for their watches. They covered a model, dubbed the Swatch Girl, in 107 watches, and then asked attendees to tweet @SwatchUS with the hashtag #SwatchGirl to receive one of the watches off the model’s body.

The watch dress, which took two hours to assemble, was distributed in just ninety minutes, leaving the model in a skin colored, Swatch branded dress for the remainder of the party.

It was certainly not the most expensive promotion to take place during Fashion Week, but Swatch estimates that the resulting tweets had a total reach of 400,000, helping their small giveaway reach a much larger audience with just a simple twist on a traditional formula.

Via: Mashable

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