Expo 2020 Dubai will dial in on Swiss precision technology to serve its timekeeping needs by appointing Swatch as Official Timing Provider for The World’s Greatest Show, which will open its doors in October next year.

Swatch’s partnership with Expo 2020 will deliver precision timekeeping for the duration of the 173-day event as well as countdown installations that will serve as landmarks across the UAE. These installations will be the result of a collaboration with the world’s most renowned designers and carry technology from Swatch Group subsidiary, Swiss Timing, one of the world’s foremost creators of timekeeping technology.

Miniature versions of the installations will form part of its signature Expo 2020 watch collection for VIPs and officials during the event, while specially-crafted Expo 2020-branded watches will be available at retail outlets during the event.

Sanjive Khosla, Chief Commercial Officer, Expo 2020 Dubai, said: “Expo 2020 Dubai will be a moment in time when millions of visitors from around the world are able to celebrate the best of human brilliance and achievement. Swatch now joins a strong list of world class, innovative companies as our Official Provider which will help us ensure we deliver a truly exceptional World Expo.”

Swatch’s presence at Expo 2020 will include retail locations in the welcome plaza and each of the Thematic Districts where visitors will be able to view watch collections inspired by Expo 2020’s subthemes – Opportunity, Mobility and Sustainability. The collections will include Swatch SISTEM51 watches, which are battery free and powered by the wearer’s movement.

Gonzalo de Cevallos, Brand Vice President – COO, Swatch International, said: “As a member of Expo 2020 Dubai partner family, we are excited to spread the fun Swatch spirit around the globe. Our timekeeping installations will not only count down to the big opening of the World Expo, but also mark the beginning of our brand’s presence at one of the most important platforms, with various Swatch surprises lined up.”

Expo 2020 Dubai, the first World Expo held in the Middle East, Africa and South Asia (MEASA) region, will serve as a platform for international collaboration, fostering innovation and creating meaningful partnerships that will live far beyond 2020 – not only for the UAE, but for the wider region and the world. It will welcome an anticipated 25 million visits over the course of 173 days and 200 participants including 192 countries. It opens on 20 October 2020 and closes on 10 April 2021.