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Swatch watches : Swiss originals since 1983

In the early nineteeneighties the market for affordable watches was completely controlled by companies from the Far East. The traditional Swiss watch manufacturers were having a difficult time. Enter Nicolas G. Hayek, whose revolutionary ideas were to lead the Swiss watch industry to a prosperous future. His basic idea for the Swatch watch was that it would be the perfect ‘second watch’ besides your fancy dress watch. A new, fascinating way to express your mood and personality. And because a Swatch watch doesn’t cost a fortune, a second watch is soon followed by a third, a fourth... and the rest is history. With the launch of the first Swatch collection in 1983 the tide was turned. Innovation coupled with a strong marketing concept made Swiss watches a fashion accessory once again. Still going strong today, Swatch is one of the most loved and collected watch manufacturers with a huge collection of surpising, quality, innovative Swiss Made watches.

Swatch ladies watches

Over the decades Swatch has created a huge collection of ladies watches. For sporty ladies, for classy ladies, for young girls and older women. For fashionistas and for design lovers. With cases either in plastic for a more sport-friendly character in steel or with leather straps for a more classic look. Swatch has ladies’ watches for women from 8 to 88 years old.

Swatch gents watches

Swatch gents watches have changed a lot over the 30+ years of the brand’s existence. Gents watches in general have grown in size dramatically in western society. Up to the seventies a size of 34 mm was considered a regular gent’s watch, while men today prefer a size of around 40 mm. This has resulted in an entire new collection of Swatch gents watches. The old size Swatches still exist and are treasured by ladies and in Asia.

Flik Flak: Swatch children’s watches

Because Swatch watches are usually made out of plastic, water resistant, lightweight and contain a durable Swiss movement, adult Swatch watches are also suitable for (older) children. For younger children the Swatch Flik Flak children’s watch line was developed. Small colourful watches with fun prints and soft straps. Flowers, animals and beloved (Disney) cartoon characters, designed especially for the little ones! Learning to tell time was never more fun.

Swatch brand history

Faced with the growing popularity of inexpensive quartz watches from Asia in the late 1970s, a group of engineers from Neuchatel developed a super-thin, gold luxury watch known as Delirium Tremens. At the time, it was the thinnest watch in the world (1.98 mm). This was possible thanks to radical simplification. But this thin, expensive watch was not capable of staving off competition from the cheap quartz watches flooding the market. A more radical approach was needed: a search for new materials and production methods resulted in the production of this revolutionary new Swiss watch. The first Swatch watches were born and took the world by storm.

Continuous innovation

Swatch continues to find new ways to surprise the watch world with innovative designers taking advantage of everything technology offers. The radical reduction in the number of parts known as “Revolution 51” enabled innovative assembly methods. Continuing advances in technology, materials and design have resulted in the SISTEM51, making even a revolutionary Swiss mechanical watch accessible to a broad range of customers.

Swatch Brand identity

What is it that sets Swatch apart from every other watch brand and makes Swatch so instantly recognizable? Is it the look, the colours, the plastic? The design, perhaps? One thing is certain: there are Swatch watches for people of all ages, and a Swatch for every occasion.

Swatch Art collaborations

Swatch watches have always been inspired by contemporary popular culture, and Swatch itself soon became a canvas for world famous artists - painters, sculptors, musicians and filmmakers. The first artist to collaborate with Swatch was Christian Chapiron in 1984 who created the famous Kiki Picasso Swatch. Around the same time American painter/graffiti artist Keith Haring also created four Swatch watches. This was the start of a long series of creative collaborations.
There are Swatch watches by Alfred Hofkunst, Jean-Michel Folon, Sam Francis, Mimmo Paladino, Mimmo Rotella, Nam June Paik, Not Vital, Akira Kurosawa, Spike Lee, Renzo Piano, and Moby, to name a few. An integral part of each Swatch Art Special edition is the packaging, frequently as entertaining and inventive as the watches themselves.

Swatch Sponsorships

Sports are an essential component of the Swatch identity. Swatch has been promoting and supporting action and lifestyle sports since the very beginning. Swatch shows its support through official timekeeping and sponsorships of a wide range of projects and exciting events all over the world.

More than 300 million Swatches

In 2006, Swatch celebrated the production of the 333 millionth Swatch watch, and today Swatch is one of the biggest brand names in the world, known everywhere as a maker of colourful, exciting watches in tune with the latest trends.