Noah Beschen shakes up world surfing with Swatch in 2025

Our investigation reveals that Swatch Proteam member Noah Beschen is redefining the codes of modern surfing. From the Swatch Nines Surf 2025 in Waco to his double barrel filmed in Mexico, the American is pushing back technical and artistic boundaries. His approach, somewhere between performance and free expression, appeals to enthusiasts and professionals alike. A rise that confirms Swatch’s growing role in high-end action sports.

The Beschen phenomenon at Swatch Nines 2025

From June 23 to 25, 2025, Noah Beschen impressed the world pool surfing scene at the Swatch Nines in Waco, Texas. By landing a switch-to-forward spin on an all-metal rail, he validated the fusion of surfing and visual experience. According to Wave Pool Mag, the event, combining surfing, BMX and skateboarding, marks a milestone for hybrid action sports supported by Swatch. The Swiss brand thus consolidates its image as an innovator among young adrenaline-seekers.

Professionals note that the Swatch Nines has become a laboratory for technical experimentation. By integrating modules previously reserved for the skatepark, Noah Beschen has established himself as the heir to a creative lineage. His father, Shane Beschen, was one of the few to achieve a perfect 30 in competition, a heritage that Noah modernizes in a free and daring spirit.

An artistic vision of surfing

Beyond pure performance, Noah Beschen sees surfing as an act of self-expression. In several interviews for Swatch, he speaks of “free movement” and “personal style” rather than scores or podiums. This philosophy appeals to a generation of riders for whom technique only makes sense if it’s accompanied by emotion. Swatch capitalizes on this vision to reinforce its lifestyle and creative positioning.

Our analysis shows that the brand benefits from the synergy between sporting authenticity and watch design. Where other brands focus on raw performance, Swatch creates narratives around its athletes, blending art, technology and adventure. This narrative approach is in line with the brand’s strategy since 1983 of linking Swiss precision with street culture and action sports.

A rare feat in Mexico

In October 2025, Beschen made a name for himself with Eimeo Czermak in Pasquales, Mexico, by pulling off a double barrel filmed from the inside. The move, almost mythical in the world of free surfing, made the rounds of the web within hours. Internet users praised the risk-taking and the purity of the moment, immortalized in striking images without any complex technical assistance.

This feat proves that Beschen doesn’t limit himself to artificial pools. Despite his affinity for technology, he remains committed to raw nature and rider instinct. Insiders see a new hybrid generation, navigating between natural tubes and synchronized waves. Modern surfing thus becomes a plural terrain of expression, between innovation and respect for the ocean.

“Last year I did the rail and made it, so this year doing something off of it would be the next step.” – Noah Beschen, Swatch Nines 2025

The Swatch alliance and action sports

Swatch is no longer just a sponsor: the brand acts as a catalyst for a culture. By integrating functional luxury with riders’ creativity, it is establishing a new image of accessible innovation. Noah Beschen embodies this bridge between performance and aesthetics, a rare profile that values technique as much as movement philosophy.

The evolution of events like the Swatch Nines demonstrates the power of visual storytelling. These competitions, massively broadcast on YouTube, are redefining the way young people perceive extreme sports. The aim: to inspire, rather than just reward. According to many analysts, this strategy strengthens the emotional connection with the global audience.

“Swatch Nines brings us all together… it’s a one in a million opportunity.” – Kevin Peraza, BMX rider, June 2025

A growing influence on surf culture

Noah Beschen has become the symbol of an era when surfing transcends the boundaries of sport. His partnership with Swatch is seen as a visionary collaboration: not to freeze performance, but to make it a moving work. Insiders believe he could soon be taking part in new multi-sport event formats in Europe, and even in Paris, according to our sources.

At the same time, Beschen’s videos accumulate tens of thousands of views, combining aerial shots and immersive aesthetics. This digital success is crucial for Swatch, which combines product innovation with digital influence. The watches worn by its athletes are designed as much as measuring instruments as symbols of attitude.

Professionals agree that the convergence of fashion, art and surfing is now unavoidable. The integration of Noah Beschen into this global strategy illustrates the future of intelligent sports sponsorship. A model that blends sincerity, technique and emotion, without losing the rigor of an iconic Swiss brand.

In 2025, Noah Beschen confirms his status as a pioneer to follow, both on the waves and within the surfing art scene. By associating itself with his free-spirited vision, Swatch has secured a central place in the new generation of creative sports.

Practical information

Next Swatch Nines Surf event: June 23-25, 2025 at Waco Surf, Texas, USA. Access: by invitation of participating athletes and authorized media. Official website: swatch.com. Official videos: Noah Beschen’s YouTube channel and Swatch Global.