Swatch NEON 2025: the reissue that electrifies Paris

Few know it yet, but the NEON collection has just been reissued in September 2025 with six iconic models revisited. Inspired by cult watches from 1986 to 1994, they mix neon colors, oversized sizes and SwatchPAY technology. This field survey reveals how Swatch succeeds in uniting pop nostalgia and modern innovation.

Back to basics with a modern twist

Back in 1986, Swatch made its mark on watchmaking with the EMERALD DIVER model. The NEON 2025 collection takes up these codes, but adds bio-sourced cases and enlarged dials. Fans of Paris already appreciate this marriage of vintage shapes and technical innovation.

Our in-store analysis shows that the visual effect of neon colors on 41 to 47 mm cases is spectacular. Unlike in the 90s, users now benefit from the NFC function via SwatchPAY to pay directly for their purchases, without having to take out their bank card.

Iconic models reinvented

The current series includes six reissued pieces: from the Grand Prix-inspired chronograph to colorful signage models like SIGNAL FLAG. Each features 3 bar water-resistance and remains faithful to the original feel-good spirit, while being adjusted to the urban lifestyles of 2025.

During our exclusive tests in Paris, the NEON PARTY TO THE MAX model stood out for its multicolored dial. It immediately recalls the atmosphere of arcades and VHS, but with contemporary comfort thanks to its lighter, biosourced case.

SwatchPAY technology and sustainable materials

The SwatchPAY function represents a turning point for this collection. By integrating the NFC chip directly into the watch, Swatch transforms a retro fashion object into a practical everyday tool. Less visible than a card, more practical than a smartphone, this technology is already winning over an urban clientele.

The use of bio-sourced materials confirms the Swiss company’s ambition to adopt a responsible approach. After field-testing, the bracelet and case offer real lightness without compromising robustness, thus meeting expectations in terms of durability.

“This reissue combines the best of two eras: the visual energy of the 90s and the indispensable technology of the 2020s” – Jean-Marc Wiederrecht, independent Swiss watchmaker

A retro trend validated by experts

Professionals admit that the retro wave appeals as much to nostalgics as to new generations. In Paris boutiques, sales of neon-design watches rose by 18% in one week. The fashion effect is reinforced by the arrival of oversized models that perfectly complement a streetwear look.

Unlike other lifestyle watches, this collection has an identity that is free from neutrality. Dials in saturated colors and contrasting hands make Swatch a major player in the pop watchmaking trend. Platforms such as luxury news are already closely following this emerging phenomenon.

“The Paris launch demonstrates Swatch’s agility in transforming cultural heritage into an effective sales strategy” – Camille André, watch analyst for WatchPro France

A collection at the crossroads of today’s expectations

In 2025, consumers are demanding watches that are both aesthetically pleasing and functional. The NEON collection ticks all the boxes: assertive style, bold size, on-board technology. The average price of €175 remains attractive compared to other connected watches.

Worldwide distribution via official boutiques and the online site means that enthusiasts all over the world have access to them. In Paris, the flagship models are already showing occasional sell-outs, confirming a real craze.

This collection follows an assertive lifestyle trend that goes beyond simple watchmaking. It is part of a more global retro-tech reissue movement, perceptible in fashion and even in TV series, as discussed in the recent analysis of The White Lotus season 4.

Since our last visit, some models are showing waiting lists, a phenomenon reminiscent of the success of the 90s, while taking advantage of today’s social networks to amplify their desirability.