The Swatch company stands out among other Swiss watch brands with its pricing policy. These are affordable models, but just as high-class and in line with industry standards. At the same time, they also have interesting, diverse designs. The brand’s products are in no way inferior to their elite counterparts, showing the same functionality and capabilities, including shock resistance, water resistance, and accuracy.
The difference in positioning is that Swatch watches are a fashion accessory that can be changed every season, these are not those expensive options that are bought once every 10 years. Although they will serve just as long and reliably, they are more affordable and belong more to the Fashion category than to luxury items.
The founder of the brand, Nicolas Hayek, wanted to create a product free from conventions that people could buy regardless of social status and age.
This approach became a salvation for the industry when Japanese quartz models Seiko and Citizen were pushing expensive mechanics out of the market at the height of the so-called quartz crisis. Thanks to its affordable pricing policy, the Swiss brand held its ground.
As for the name, many people mistakenly believe that it comes from Swiss Watch. But in fact, it is an abbreviation for Second Watch – the second watch. It was implied that this was an accessory for every day, and not the “main” one that lies in the box and waits for its time.
Brand history
The first line was released in 1983, it was created by a team of brand engineers led by Ernst Thomke. The main difference of Swatch Swiss was the number of components – in the classic Swiss assembly, the use of hundreds of parts was considered the norm, but Thomke was able to reduce them to 51. This made it possible to significantly reduce the cost of production.
The line was successful, thanks to which Nicolas Hayek was able to quickly absorb two competing companies and expand production.
After that, the emphasis was on advertising. To promote the Swatch brand, the owner hired a marketer who had previously represented the interests of such famous companies as Nestlé and Colgate. Unusual design, innovation, affordable price and aggressive advertising policy did their job, the brand became famous and respected. Even a large club of collectors emerged, which in less than two years has gained almost 75 thousand members.
Initially, the company focused on people of all ages. But Swatch decided to single out young people, because basically Swiss brands were counting on a more mature audience with a high income. So the brand launched campaigns in support of extreme sports, break dancing and volleyball, sponsored sporting events.
It is worth noting that the emphasis on appearance did not affect the quality at all. The official Swatch website has repeatedly become the official timekeeper of the Olympic Games, and this is very significant, because such an honor is not awarded to companies that cannot ensure high accuracy.
Famous lines
There are legendary models that have left a mark on history. For example, the transparent Jelly Fish series. And another unusual series was the scented line – straps with the scent of banana, raspberry and mint became a sensation.
The team created many bright and memorable designs, because the brand was not limited to a boring elite style, like more expensive brands. As a result, fans received excellent products with a bright appearance. At the same time, there are also status men’s watches Swatch, which look expensive and prestigious.
Here are the most famous and popular series of the brand:
Sistem51 Automatic – a fully mechanical series, very stylish, innovative and impressive in its nobility. This is the world’s first mechanical series with fully automated assembly. The name is due to the fact that each piece has 51 components.
Energy Boost – juicy summer prints, bright colors, unusual patterns on straps and dials.
Rebel Again – interesting monochromatic solutions of different colors, choose your favorite.
Vintage – this trend usually uses designs from the 18th and 19th centuries, but this brand considers the styles of the last century to be vintage. The collection takes us back to the 80s with wild color combinations, bright solutions and unusual shapes.
I Love Your Folk – a perfect option for hippies or just original people who want to stand out from the crowd. Bright color combinations, unusual prints.
Big Bold – models with huge dials with a diameter of 4.7 cm, made in the style of street fashion. Bold solutions with a catchy design, large numbers and hands. The line includes men’s and women’s Swatch watches, most models do not have a clear distinction.
Knigtliness – knightly accessories, the designers were inspired by medieval motifs and color palettes. The style turned out to be noble, a little vintage, interspersed with gold elements and ornate patterns.
Louvre Collection – a joint collection with the legendary Louvre Museum. Elements of the greatest paintings are used. The choice for art lovers, creative people.
Bau – minimalism in the Bauhaus style, radical retro, gradients and monochrome, neat small cases. Mostly men’s Swatch watches are made in dark shades, and women’s in bright ones.
Listen to me – an unusual line in the graffiti style, which will help to express yourself and emphasize the rebellious essence. And the multi-colored solutions fit perfectly into any wardrobe.
Skin – one of the most famous series, which stands out for its ultra-thin design – 3.9 mm. The models are almost weightless, and their stylish appearance conquers at first sight. Entered the Guinness Book of Records.
