Back in the sponsorship ring for a second time as the official watch partner of LC:M, Swatch are continuing their support for the creative talent pool. The 31-year-old brand has previously teamed up to create bespoke pieces with designers like Jeremy Scott – set to make his Moschino menswear debut in London – and Vivienne Westwood, including an array of up-and-comers like fashion-slash-augmented-reality designer Cassette Playa, AKA Carri Munden. The brand have also worked with contemporary artists like Sam Francis, Agatha Ruiz de la Prada and Japanese artist Hideaki Kawashima.

In time for LC:M, Swatch have dropped their latest collection the Big Classic. Debuting seven new designs in a limited palette of black, white, petrol blue, eggshell and silver, the collection is framed in stainless steel and comes complete with leather straps and butterfly buckles. As the name suggests, each timepiece features a big, 41mm diameter watch head.

The collection is all about classic style, so Swatch's roaming Shoe Shiner will be on hand (or foot) during the shows to allow attendees to embrace their inner dandy. He'll be parking up at LC:M locations like The Old Sorting Office, The Hospital Club and Victoria House in order to polish, shine and buff tired soles. Watch out for him all this week.