The History of Fashionable Swatch Watches

Swiss-made watches have always had a reputation for excellence. Up until the 1980s, a Swiss watch was the archetypal timepiece — classic, traditional and painstakingly crafted. They had been the prized possessions of many and frequently passed down throughout the generations. 

But, while Switzerland was busy putting over their signature timepieces, Asia was hard at work producing Quartz watches that were both accurate and, above all, cheap to purchase. It had a knock-on effect on the Swiss watchmakers and the industry more widely. Switzerland's market share was reduced by more than 35%, while 65,000 jobs were lost. 

The Swiss watchmaking industry was in turmoil -- it needed to change in order to survive. That’s when, in the 1980s, Nicholas G. Hayek recognised what was missing — personality. Believing that you shouldn't need to stop at owning just one watch, he made the idea of a 'second opinion'. 

Unlike the classical timepieces of all yonder, the opinion was developed to communicate a person's individual style. In short, it was plan to become a talking point that triggered an emotion with both the wearer and onlookers – Swatch Watches was born. 

Only the beginning… 

The 1.98 millimeter Delirum Tremens was recognized since the thinnest watch in the world at the time. Developed by a group of engineers at Fontainemelon, this incredible feat was accomplished by revolutionising the overall design of the watch. The typical three-part design of a plate, case and frame has been eradicated in favour of a one sided instance that doubles up as a bottom plate. 

Even though this was a definite step to the future of watch manufacturing, the development did little to reduce prices -- Asia nevertheless had an edge over the marketplace. The search began for a new substance that would do exactly that. The result was a plastic watch that was true, shock proof, unique and viable for mass production. 

From a 'second watch' to 333 million... 

Within months of the launch of the very first watch, Swatch had quickly gained a reputation for excellence and innovation. Despite boasting a unconventional style, it was clear that the fundamentals of Swiss watchmaking stayed, as quality and accuracy were paramount. 

As requirement for the watches increased rapidly, Swatch continued to push the boundaries of watchmaking. Through experimenting with other artificial materials in a variety of shapes, colours and textures, the brand experienced incredible success. In 2006, they manufactured their 333 millionth watch and didn't stop there. To this day, they are still known among the foremost innovators of watch style. 

Milestones 

Like all good brands, there have been many stand-out moments for Swatch. From collaborations with powerful designers to endorsing major sporting events, here are a few highlights of the brand's rich and vibrant history: 

Art -- Described as the "world's smallest canvas", artists such as Jean-Michel Folon, Mimmo Rotella and Spike Lee have made bits for its watches. Back in June 2011, the brand's relationship with artwork stepped up a notch after a venture with the world's most influential contemporary art series, '' The 54th International Art Exhibition. 

Sport -- As well as providing official timekeeping at important occasions, the brand is responsible for drawing focus on lifestyle and action sports such as surfing, snowboarding, skiing and beach volleyball. As part of the brand's support of this World Snowboard Tour, athletes, fans and designers have been given the shift to design a Swatch watch. 

Design -- In an age where smart watches are growing ever-more popular, Swatch has moved with the times, adapting their watches with LCD dials and touch-sensitive buttons. 

By taking a look at the development of Swatch, it's clear that the brand is firmly rooted in creation. We look forward to seeing how the new evolves in the future -- only time will tell which route they'll take... 

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