Swatch

File:SWATCH Shop Clock Signs, Namba Osaka, Japan.jpg

File:Swatch store, Oxford Street, London, March 2016 02.jpg, London, 2016]]

File:Swatch Store 02.jpg

Swatch began development in the early 1980s under the leadership of the then ETA SA's CEO Ernst Thomke with a small team of watch engineers led by Elmar Mock and Jacques Müller.{{cite web |url=http://www.lunchoverip.com/2008/05/the-swatch-co-i.html |title=The Swatch co-inventor welds wood – and bones |publisher=Lunch over IP |date=14 May 2008 |access-date=11 April 2010 |archive-date=17 May 2008 |archive-url=https://web.archive.org/web/20080517175636/http://www.lunchoverip.com/2008/05/the-swatch-co-i.html |url-status=dead }}

Conceived as a standard timekeeper in plastic, Franz Sprecher,{{cite book|url=https://books.google.com/books?id=aeNCtcz9xv4C&q=Sprecher+Swatch&pg=PA54 |title=Brands: the logos of the global economy – Google Books |access-date=11 April 2010|isbn=9780415251839 |last1=Lury |first1=Celia |year=2004 |publisher=Routledge }} a marketing consultant hired by Thomke to give the project an outsider's consideration, sought to create a fashionable line of watches.

Swatch was originally intended to re-capture entry level market share lost by Swiss manufacturers of mechanical watches and the subsequent growth of Japanese companies such as Seiko and Citizen in the 1960s and 1970s. It was also meant to re-popularize analog watches at a time when digital watches had achieved wide popularity.

In 1983, the group hired Jacques Irniger—who formerly served as the marketing executive for Colgate and Nestlé—to launch the swatch.{{Cite book|url=https://books.google.com/books?id=T-SvAwAAQBAJ&q=swatch&pg=PA37|title=A Business History of the Swatch Group: The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry|last=Donzé|first=P.|date=2014-04-08|publisher=Springer|isbn=9781137389084|language=en}}

The first collection of twelve Swatch models was introduced on 1 March 1983 in Zürich, Switzerland. Initially the price ranged from CHF 39.90 to CHF 49.90 but was standardized to CHF 50.00 in the autumn of the same year. Sales targets were set at one million timepieces for 1983 and 2.5 million for the year after. With an aggressive marketing campaign and relatively low price for a Swiss-made watch, it gained instant popularity in its home market.

Lebanese entrepreneur Nicolas G. Hayek, together with a group of Swiss investors, took over a majority shareholding of Swatch during 1985 in the newly consolidated group under the name Societe Suisse de Microelectronique et d'Horlogerie, or SMH. He became chairman of the board of directors and CEO in 1986. Later he changed the company's name to Swatch Group.

This combination of marketing and manufacturing expertise restored Switzerland as a major player in the world wristwatch market. Synthetic materials were used for the watch cases as well as a new ultra-sonic welding process and assembly technology.Bold, Kathryn, [https://www.latimes.com/archives/la-xpm-1992-01-03-vw-5787-story.html "Swatchdogs on the Lookout : Promos give collectors a chance to meet the inventor and pick up some of the 'vintage' timepieces for face value"], Los Angeles Times, 3 January 1992 In 1997, the Swatch Group opened about 60 stores worldwide.

File:Swatch Irony Charcoal Suit.jpg

File:Swatch Swiss Autoquarz, 1998.jpg movement, 1998]]

There are families under the Swatch brand:

The Originals are plastic-cased watches. They are available in various sizes, shapes, and designs. The Originals consist of various sub-families as well.

The Irony family contains all the metal-cased watches produced by Swatch. These include both quartz-driven and automatic mechanical watches that can be serviced. The automatics have a 21J/23J ETA 2842 movement. This movement is exclusive to Swatch and is derived from 2824 to 2822.

Irony Chronograph was introduced in 1996 (type/code: YCS101).

The Skin family contains two sub families: Original Skin and Skin Chronograph. The Original Skin was introduced on 6 October 1997 as a thinner version of the original Swatch watch. It is ultra thin, standing at {{cvt|3.9|mm|in|frac=8}}, hence the name Swatch Skin. The Swatch Skin later went on to enter the Guinness Book of World Records as the world's thinnest plastic watch. The Swatch Chronograph is simply the Swatch Skin with a chronograph function, adding two additional buttons on the side of the watch.

The Bijoux line is a jewelry line Swatch released in the new millennium; it partnered with Swarovski to encrust the Bijoux line of watches.

The Digital Touch line, launched in 2011, derives its name from the touchscreen technology used. In contrast to other Swatch families, a digital LCD shows the time. Various models in different colors of the display are available, which include backlighting for reading in the dark.[https://www.ablogtowatch.com/swatch-touch-watches/ Swatch Touch Watches.] A Blog to WATCH. September 27, 2011. Retrieved March 3, 2018[http://www.swatch.com/en/watches?timeperiod=1983%3B2015&function=6&movement=1%2C3 Swatch digital touchscreen models with backlight]

These Swatch models of wristwatches with a quartz movement are additionally equipped with a near-field communication (NFC) chip to accommodate contactless payment. As an improved second generation, Swatch introduced the model Pay for the Chinese market in July 2017. Unlike the Bellamy, Pay can be programmed and activated in Swatch shops using a Cloud Computing service operated by several Chinese banks.Sarah Clark: [https://www.nfcworld.com/2017/07/18/353995/swatch-partners-chinese-banks-payments-watch/ Swatch partners with eleven Chinese banks for second-generation payments watch.] In: NFCworld, July 17, 2017. Retrieved March 3, 2018

Swatch introduced Sistem51 at Baselworld 2013 as "the world's first mechanical movement with entirely automated assembly." The movement uses 51 components anchored to a central screw with automatic winding and a 90-hour power reserve – and is 100% Swiss made on a {{convert|65|ft|m|order=flip|adj=mid|-long}} automated assembly line in clean-room conditions, without human intervention.{{cite web

| title = The Timepiece That Will Change Everything

| publisher = Slate

| author = Jay Desphpande

| date = July 28, 2015

| url = http://www.slate.com/articles/life/fashion/2015/07/forget_the_apple_watch_the_most_revolutionary_new_timepiece_on_the_market.html}}

The movement is permanently sealed in its case with structural adhesive securing both the acrylic crystal over the dial and the case back, making it invulnerable to environmental conditions including moisture, dust or foreign objects – and also making it maintenance free – i.e., impossible to service.

The movement is made from ARCAP, an anti-magnetic alloy of copper, nickel, and zinc – designed to free the movement from the need for adjustment. The escapement has no manual adjustment or regulator; the initial rate is factory laser-set. Swatch reports precision of ±10 seconds per day.{{cite web |author= |date=16 December 2013 |title=Swatch SISTEM51 |url=https://www.swatchgroup.com/en/services/archive/2013/swatch-sistem51 |url-status=live |access-date=7 February 2025 |website=www.swatchgroup.com/ |publisher=HH Journal}} The design's peripheral bi-directional rotor allows viewing of movement components through the caseback.{{cite web

| title = Exclusive Hands-On Look At The Swatch Sistem51, A Revolutionary Mechanical Watch

| work = Hodinkee

| date = April 30, 2013

| url = https://www.hodinkee.com/articles/exclusive-hands-on-look-at-the-swatch-sistem51}}

In 2017 Swatch introduced Swatch x You, a product that allows one to design their own Swatch by selecting the category and design one wishes to use. An outline of a watch is superimposed over the user's image to assist with designing.

{{Cite web|date=June 20, 2017|first=Jack|last=Forster|title=Introducing: The Swatch X You Lets You Design Your Own Custom Swatch|url=https://www.hodinkee.com/articles/the-swatch-x-you-lets-you-design-your-own-custom-swatch|access-date=2022-01-26|website=HODINKEE|language=en}}{{Cite web|title=Pick a design, make your Swatch - Swatch Group|url=https://www.swatchgroup.com/en/services/archive/2018/pick-design-make-your-swatch|access-date=2022-01-26|website=www.swatchgroup.com}}{{Cite web|title=Swatch launches Swatch X You, a custom design system for true watchanistas|url=https://techcrunch.com/2017/06/20/swatch-launches-swatch-x-you-a-custom-design-system-for-true-watchanistas/|access-date=2022-01-26|website=TechCrunch|date=20 June 2017 |language=en-US}}

The Bioreloaded line was introduced by Swatch in 2020, consisting of a relaunch of Swatch's 1983 debut collection, but partially made from "bio-sourced" materials. The case, strap, and strap clasp of a Bioreloaded watch is made of a material derived from the seeds of the castor plant, while the packaging material is a biodegradable "paperfoam" created with tapioca and potato starch.{{cite news |title=Swatch to launch first BIOCERAMIC Big Bold watch collection soon |author=Bharat Bhushan |date=April 15, 2021 |work=dlmag |url=https://dlmag.com/swatch-to-launch-first-bioceramic-big-bold-watch-collection-soon/ |access-date=April 26, 2021}}

File:Crowd outside Swatch? DSCF0676.jpg

The Swatch x Omega collaboration debuted in 2022, with MoonSwatch, a collection of reimagined Omega Speedmaster Professional Moonwatches in eleven different color variants themed after the Sun, Moon, and planets of the Solar System. The collection uses the 4 jewel chronograph quartz movement used in other Swatch chronographs and Swatch's BIOCERAMIC composite material.{{Cite web |last=Broer |first=Robert-Jan |date=2022-03-23 |title=Hands-On: The New Omega × Swatch Speedmaster MoonSwatch "Mission to Mars" |url=https://www.fratellowatches.com/hands-on-new-omega-x-swatch-speedmaster-moonswatch-mission-to-mars/ |access-date=2022-10-10 |website=Fratello Watches |language=en-US}}

File:MoonSwatch collection.jpg

The MoonSwatch collection was released March on 26, 2022, at select Swatch stores.{{cite news |title=MoonSwatch Mania|author=Jason Pitsch|date=April 20, 2022|work=Financial Times|url=https://professionalwatches.com/moonswatch-mania/|access-date=May 4, 2022}} The New York Times called the release "the watch industry's defining moment of 2022".{{Cite news |last=Swithinbank |first=Robin |date=2022-08-10 |title=MoonSwatch: Has the Frenzy Changed the Future? |language=en-US |work=The New York Times |url=https://www.nytimes.com/2022/08/10/fashion/watches-moonswatch-omega.html |access-date=2022-08-11 |issn=0362-4331}} The collection sold out internationally on its release date, with lines formed at most Swatch boutiques where it was carried.{{Cite web |date=2022-03-24 |title=The Omega x Swatch 'MoonSwatch' Brings the Speedmaster to the Masses |url=https://www.esquire.com/style/mens-accessories/a39525125/omega-swatch-moonswatch-speedmaster-collection/ |access-date=2022-08-11 |website=Esquire |language=en-us}} Swatch initially stated each consumer could purchase up to two watches but later limited each consumer to one watch. While Swatch initially added the product to their online catalog, it later announced the collection would not be available for sale online.{{Cite web |last1=Bowers |first1=Ben |last2=Love |first2=Zen |date=2022-07-17 |title=The Coveted MoonSwatch Will Be Available Again Soon |url=https://www.gearpatrol.com/watches/a39586621/omega-swatch-moonswatch-availability/ |access-date=2022-08-11 |website=Gear Patrol |language=en-US}} The MoonSwatch is neither a limited nor numbered collection.{{Cite news |date=2022-03-26 |title=Low-Priced Omega Speedmaster Prompts Global Swatch Store Chaos |language=en |work=Bloomberg.com |url=https://www.bloomberg.com/news/articles/2022-03-26/low-priced-omega-speedmaster-prompts-global-swatch-store-chaos |access-date=2022-05-06}}

In May 2023, Swatch released a Pride collection of rainbow watches to support the LGBTQ+ cause worldwide. The collection has six watches with different monochrome colours that corresponds to the colours of the gay pride flag. In Malaysia, the Home Ministry banned the sale of the watch and raided 13 Swatch outlets to seize and impound 172 watches over three days in May.{{cite web | url=https://www.lifestyleasia.com/sg/whats-on/news-whats-on/malaysian-government-bans-the-sale-and-possession-of-swatch-pride-rainbow-watches/ | title=Malaysia imposes 3-year jail term for possessing a Swatch 'Pride' watch | date=10 August 2023 }} The company reported that Malaysia was the only country which seized the watches.{{Cite web |title=Swatch says ‘rainbow’ Pride watches only seized in Malaysia and nowhere else |url=https://www.malaymail.com/news/malaysia/2023/05/25/swatch-says-rainbow-pride-watches-only-seized-in-malaysia-and-nowhere-else/70948 |access-date=2025-03-06 |website=www.malaymail.com}} Swatch filed a lawsuit against the Home Ministry and the Malaysian government, challenging the legality of the seizure in July 2023.{{Cite news |title=Swiss watchmaker Swatch sues Malaysia for seizure of Pride watches |url=https://www.reuters.com/business/retail-consumer/swiss-watchmaker-swatch-sues-malaysia-seizure-pride-watches-2023-07-17/ |archive-url=http://web.archive.org/web/20230927084915/https://www.reuters.com/business/retail-consumer/swiss-watchmaker-swatch-sues-malaysia-seizure-pride-watches-2023-07-17/ |archive-date=2023-09-27 |access-date=2025-03-06 |work=Reuters |language=en-US}} The ban was gazetted only in August 2023.{{cite web | url=https://www.yahoo.com/news/malaysia-makes-owning-lgbtq-swatch-095850434.html | title=Malaysia makes owning an LGBTQ+ Swatch punishable by up to 3 years in jail | date=10 August 2023 }} In a September 2023 interview, Malaysian Prime Minister Anwar Ibrahim said that the raid was 'excessive', but defended Malaysia's current stance on the LGBT issue.{{Cite web |title=PM Anwar says Home Ministry seizure on rainbow Swatches ‘excessive’, but defends Malaysia’s anti-LGBT stance |url=https://www.malaymail.com/news/malaysia/2023/09/23/pm-anwar-says-home-ministry-seizure-on-rainbow-swatches-excessive-but-defends-malaysias-anti-lgbt-stance/92465 |access-date=2025-03-06 |website=www.malaymail.com}} In November 2024, the Malaysian High Court ruled that the raid was conducted without a warrant therefore was deemed illegal. The judge, Justice Amarjeet Singh Serjit Singh, also noted that the ban was imposed only after the watches were seized, which meant that no laws were violated in May 2023. The court ordered the returned of the seized watches to the company.{{cite web | url=https://www.channelnewsasia.com/asia/malaysia-home-ministry-seized-swatch-malaysia-lgbt-rainbow-colours-pride-return-4768866 | title=Malaysia loses lawsuit over illegal seizure of Swatch rainbow-coloured Pride watches }}{{cite web | url=https://www.thestar.com.my/news/nation/2024/11/25/putrajaya-ordered-to-return-seized-swatch-watches | title=Putrajaya ordered to return seized Swatch watches }}

• Swatch Group
• Swatch Internet Time
• Chiara Luzzana

{{Reflist|2}}

• [http://www.swatchgroup.com/en/group_profile/history "History of the Swatch Group"], The Swatch Group Ltd.
• [http://omega-constellation-collectors.blogspot.com/2006/08/outsiders-who-saved-omega-and-swiss.html "Omega Constellation Collectors: The Outsiders Who Saved Omega and the Swiss Watch Industry"]. omega-constellation-collectors.blogspot.com

• Mudambi, Ram, [https://ssrn.com/abstract=634566 "Branding Time: Swatch and Global Brand Management"]. Temple University, Fox School of Business, Temple University IGMS Case Series No. 05-001, January 2005

• {{Official website}}

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Category:The Swatch Group

Category:Swiss companies established in 1983

Category:Manufacturing companies established in 1983

Category:1980s fashion

Category:1990s fashion

Category:1980s fads and trends

Category:Swiss watch brands

Category:1983 establishments in Switzerland