Description

Swatch Always There Quartz White Dial Black Silicone Strap Watch GB328 RRP £54

The Strap:

The strap of this Swatch Always There GB328 is made from silicone. The understated black design of the strap works perfectly with the black plastic case. On the strap the word ‘Time’ is written in a glow in the dark material either side of the case on the strap, on the bottom half of the strap the word is written in write, whereas on the upper half it is written in black. Also, rubber straps are advantageous because of their durable qualities, and the fact they are easy to wash and look after. The strap fastens easily using a plastic standard buckle.

The Dial & Case:

The use of reductive design features on the glow in the dark dial make for a minimalistic looking watch. With the omission of indices, this timepiece takes on a non-conventional stance. Instead, the dial brandishes simplistic silver baton style hands that are positioned within a small black inner circle. Similarly, a large printed ‘Z’ is present on the south side of the dial. Likewise, a refined Swatch logo is seen on the east side of the dial. A silver printed circle runs around the outer edge of the dial too. Surrounding the dial is black plastic case which evolves the minimalistic motif. A small crown is present at the 3 o’clock position.

The Functions:

Highly dependable quartz movement powers this model. This watch has a water resistance of 30 metres, making it suitable for light splashes.

Key Features:

The Brand: Swatch

Founded in 1983, Swatch was a direct response to the ‘watch-crisis’. The ’watch crisis’ began in 1970’s due to the increase in production of cheap, mass-produced quartz watches from the Far East. Swiss exports were falling. In the space of just a few years, the number of persons employed in the Swiss watchmaking industry fell to less than 40,000. Despite this the Swiss watchmaking industry remained focused on supplying the watch market with traditional movements paired with proven sale methods.

The name Swatch derives from the idea that it was being a ‘second watch’ and the average Swatch owner used their collection as an emotional statement to suit whatever mood they were in. Their watches soon became primarily used as a ‘fashion accessory’ rather than a device to tell the time. The slogan ‘fashion that ticks’ summarises this ideology best.

Swatch has always immersed itself in popular culture. Doing so through collaborations and sponsorship of special events, creating limited products with high demand. The brand is well aware of its collectable value, as they established the “Swatch Collectors of Swatch” club that had 74,500 members in less than two years.

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