The Family: Essentials

When you wear a Swatch, reading the time is an experience. With a mix of materials, innovative light reflections on your wrist, subtle and shout-out-loud patterns, all of our watches let you express yourself just the way you want.

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 focussed on supplying the watch market with traditional movements paired with proven sale methods.

The name Swatch derives from the idea that it was seen as 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. This idea was best summarised in their adoption of the slogan, ‘fashion that ticks.’

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 collectible value, as they established the “Swatch Collectors of Swatch” club that had 74,500 members in less than two years.

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