CAMBRIDGE, MA--(Marketwire - May 31, 2011) - With the new "Gent" watch collection in Swatch stores this Spring, leading Swiss watch maker Swatch is working with SCVNGR -- the game all about going places, doing challenges and earning rewards -- to help promote the new watch collection launch at NYC Swatch store locations. Starting today, fashionistas and trendsetters can experience the Gent watch collection as they play quick, fun Swatch-branded challenges on SCVNGR.

Challenges are live at the Hot Dog, Grand Central Terminal, Times Square, SoHo, and 72nd Street NYC Swatch store locations. As consumers play challenges on SCVNGR and engage with the new Gent watch collection, they'll earn points towards unlocking some stylish rewards, including the chance to win one of five colorful Gent watches.

"Swatch has established a fun, unique and edgy brand identity over the years. SCVNGR's game engine enables Swatch to convey this image through custom scripted challenges while inviting consumers to browse the new Gent watch collection," said Chris Mahl, SVP and Chief Band Alchemist at SCVNGR. "Through SCVNGR's 'Fixed Ratio Reward Schedule,' a game dynamic used for motivating consumers to complete a fixed number of actions, we're able to reward Swatch's target audience for discovering and sharing the new Swatch Gent collection across their social graph."

"We're always looking for fresh and innovative ways to offer our consumers a fun, social in-store experience," said Gilberto Gil, eCommerce Marketing Manager for Swatch Group U.S. "As consumers play Swatch challenges on SCVNGR, they'll experience the Gent collection in a more interactive way that will get them sharing the new collection with their friends."

To experience the Swatch challenges on SCVNGR, download the free SCVNGR app in the AndroidMarket or AppleAppStore, head to a participating Swatch store in NYC, and start playing! For more information on the Swatch campaign on SCVNGR, visit

SCVNGR is a game. Playing is simple: Go places. Have fun and share with your friends. Check-in, snap pics, do the social check-in or try a challenge! Everywhere you go, you'll earn points and start unlocking real-world rewards at over 12,000 locations (think free ice cream!). SCVNGR makes it easy to share where you are and what you're up to with your friends on SCVNGR, Facebook and Twitter. Start playing SCVNGR by downloading our free iPhone & Android app. SCVNGR is funded by Google Ventures, Highland Capital Partners and Balderton Capital. Visit to learn more.

About Swatch:
Swatch, kicked off in 1982 by Nicolas G. Hayek, today is a leading Swiss watch and jewelry maker and one of the world's most fashionable brands. The first SWATCH watch appeared on the Swiss market in 1983, surprising everyone with its provocative spirit, spirited design and enormous success.

Always at the forefront of popular fashion, SWATCH continues to innovate and surprise with new designs, the latest addition the Swatch New Gent Collection. It retains the renowned Swiss watchmaker's signature use of trend-setting design, fashionable colors and rugged, sporty materials. The brand has also established a strong presence in the world of sports with its ongoing support for extreme sports (FMX, Surf, Snowboarding, Free Skiing, BMX) and beach volleyball.

Contact Information:

Media Contacts:
LaunchSquad for SCVNGR
Mike Farber or Anna Farnum
scvngr [at] launchsquad [dot] com
Boston: 617-945-1915