Columnist Muriel Stevens: Swinging into super Swatch watch shindig

The first Swatch watch I ever saw was aboard a SwissAir flight returning home from Switzerland. Swatch watches were brand new and were just starting to be sold in the U.S.

Colorful and inexpensive -- $25 American money in those days, and I purchased a few of the mostly plastic timepieces as gifts. Now I know I should have bought one of each design and put them away. Collecting Swatches has become a lucrative hobby. The Swatches I could have bought are now worth many times their original price.

I learned just how avid are Swatch collectors when I attended the opening of the second Swatch Store in the Forum Shops at Caesars. It was also the world premiere of the Swiss watch company's latest release, the Swatch Irony Scuba 200. A lot of watch for less than $100.

For this debut event, only 250 special collectors edition Scuba 200 watches would be sold.

Both Forum Shop Swatch Stores are owned by the Borsack family, best known for founding the El Portal chain of luggage, and of luggage and leather goods stores.

The first El Portal store opened on Fremont Street next to the El Portal Theater in 1936. There are now 17 retail stores and 15 factory outlets (including one in the new Fashion Outlet in Primm). The Borsacks also own a thriving manufacturing and wholesale business.

Three generations of the family were in attendance at the opening, as well as Nicolas Hayek, president of Swatch SG, who hosted the event.

Of course, there were the obligatory celebs -- Peter Fonda (himself a collector), Swatch Store spokesmodel Gena Lee Nolin ("Baywatch") and two- time Olympic Gold medalist Brian Goodell. And what would a Las Vegas opening be without a pretty, long-legged, swimsuit-clad (nameless) model?

This latest Swatch Store is in the new section of the Forum Shops. I arrived early and was already too late. A mob of hundreds crowded the entrance to the small shop. Security was in place to keep the crowd from storming the cash register. Although I must say, though the crowd was eager, it was well-behaved.

This was a very busy party. The crowd was diverted from its quest briefly when everyone was asked to go to the fish tank a short distance from the shop, for a special drawing.

The Swatch Irony Scuba 200 is, of course, watertight. To make the point, the first watch to be sold was buried in the Forum Shop's 50,000-gallon saltwater tank. It was all part of this game called collecting. A female diver retrieved the watch, which was then awarded to the winner of the drawing.

Winner of the first Special Edition Scuba 200, Amy Frasier of Santa Monica, Calif., was in seventh heaven over her prize. She had come to Las Vegas just to buy one of the watches. "Surely you have Swatch Stores in California?" she was asked. "Yes," she said, "but I like the stores here better."

The remaining watches were sold in minutes.

Swatch The Club, Swatch's official collectors club, is made up of more than 100,00 members from all over the world. Most of these fans would do just about anything to get the limited edition specials. Some line up at the New York The Swatch Timeship Store for hours just to get a chance to buy a a limited edition.

Members outbid each other at the club auctions where a single, originally inexpensive Swatch watch can go for upwards of $20,000.

Some own thousands of the Swatches, wearing some and keeping others in mint condition to maintain their value. This means keeping them in the original package.

The collectors are as colorful as the Swatches they covet. One converted her barn into a warehouse for her collection (no word on where she keeps the livestock); another receives busloads of visitors to her Swatch-filled home, which has become a tourist attraction.

Swatch The Club members include Fonda, Sting, Richard Harris, pop star Debbie Gibson and model Georgianna Robertson.

The Swatch company encourages members by offering them such special incentives as VIP trips to Swatch headquarters in Biel and attending the Centennial Olympic Games in Atlanta -- Swatch was the official timekeeper. Members have sipped cocktails at the Guggenheim Museum with renowned sculptor and Swatch creator Arnaldo Pomodoro, and mingled with movie star Pam Grier ("Jackie Brown").

Joining the club is as easy as .... making a purchase. Buy the special Swatch The Club watch ($80) at any Swatch retail location and here's what the buyer gets: a membership card, a subscription to the Swatch News, the Swatch World Journal, the Swatch catalog, invitations to Swatch events and increased access to the limited edition specials.

The current Swatch The Club watch is one called "Lucky Seven," featuring symbols of good luck -- a horseshoe, a lady bug, a chimney sweep and a clover. It's a cute watch, but I'm old fashioned ... I go for the gold.

Poised to shop

Summerhill Plaza at Lake Mead and Buffalo is filled with appealing eateries and speciality shops. In the last few months I've been there numerable times, checking out new stores.

When I couldn't attend the opening night party of Poise Boutique and Accessories, I convinced owners Dori Schwartz and Tova Iny to let me have a preview.

The store was still being stocked and decorated for the party, but I managed to almost stay out of the way of the staff as I wandered from showcase to showcase and from rack to rack. For a small shop, Poise has a remarkable amount of merchandise. Many of the gift items are exclusive to Poise.

There were a number of things I would have bought had the store been open. Fancy soaps with designs embedded are sold by the slice like fancy cakes. The line of lotions and potions in marvelous bottles and jars from the Kristal-Petra Spa in Jordan would make terrific gifts.

One of my favorite new things is the wax beads ($14 for a bag) which come in a variety of colors -- gold, white, silver, black and purple. Arrange them in a shallow bowl, insert the wicks that are included and light. The slow-burning beads melt into interesting shapes and last for quite a few hours.

The trendy clothing for young women and men comes in sizes 2-12.

The selection of bags, jewelry and scarves is for everyone. Most of the jewelry is exclusive to Poise. Handmade sterling silver pieces are beautifully crafted. Prices for these lovelies start at $45.

The silk and cut velvet scarves are also handmade and exclusive to the store. When you find one you like, buy it. These elegant scarves are one-of-a-kind. Now through July 31, 50 percent of the silk and velvet scarf sales will benefit the Shade Tree Shelter for women and children.

Reluctantly, I departed this charming shop and its attractive merchandise.

My list is made and I'm ready to return.

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