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Swatch Bijoux Jewelry
A Swatch Watch
Swatch is a brand name for a line of wrist watches from the Swatch Group, a Swiss conglomerate with vertical control of the production of Swiss watches and related products. In 1982, Swatch was conceived and it was introduced to the market in Switzerland in March 1983.


This concept was realised in the early 1980s, under the leadership of the then ETA SA's CEO, Ernst Thomke with a small team of enthusiastic watch engineers led by Elmar Mock and Jacques Müller (see: [102750]) , who had had the idea to use the case back as a movement main plate (platine), as it had been done to realise the flattest watch in the world, the Delirium, suppressing a lot of parts. And designed for easy assembling.

Conceived at the beginning as a standard timekeeper in plastic, Franz Sprecher, (see [102751] ), a marketing consultant hired by Thomke to give the project an outsider’s consideration, soon led the project into what it has become: a fun “Brand” with a full brand identity and marketing concept, instead of developing just another watch collection, which could have soon been matched & killed by the competition.

Swatch was originally intended to re-capture entry level market share lost by Swiss manufacturers during the aggressive growth of Japanese companies such as Seiko in the 1960s and 1970s, and to re-popularize analog watches at a time when digital watches had achieved wide popularity. The launch of the new Swatch brand in 1983, then led under the auspices of Nicolas G. Hayek, was marked by bold new styling and design.

This combination of marketing and manufacturing expertise restored Switzerland as a major player in the world wristwatch market. Synthetic materials were used for the watchcases as well as a new ultra-sonic welding process and the assembly technology. The number of components was reduced from 91 or more to 51, with no loss of accuracy .

Concept: The Making of the Swatch

In light of the economic state of the Swiss watch industry at the time of the introduction of the Swatch, its directors understood that it was not enough to offer a good watch. The watches needed to be attractive, cheeky and good fun, daring in design and aggressively priced, with high quality and innovative flair. The Swatch watches were high-tech and came in a variety of fashion and art design.

The Making of the Swatch the Story Board & Characters:

Derivation of the name Swatch

The first meaning of the name "Swatch" was "Second Watch" -- because the new watch was introduced with a new concept of watches as casual, fun, and relatively disposable accessories. . However Franz Sprecher conceived it as the contraction of Swiss (Made) Watch: "S'Watch", soon became "Swatch" as it is today perceived worldwide.

The first collection

The first collection of twelve Swatch models was introduced on March 1, 1983 in Zürichmarker, Switzerlandmarker. Initially the price ranged from CHF 39.90 to CHF 49.90 but was standardized to CHF 50.00 in autumn of the same year. Sales targets were set to one million timepieces for 1983 and 2.5 million the year after. With an aggressive marketing campaign and a very reasonable price for a Swiss-made watch, it gained instant popularity in its home market. Compared to conventional watches, a Swatch was 80% cheaper to produce by fully automating assembly and reducing the number of parts from the usual 91 or more to only 51 components.


Swatches enjoyed their peak popularity during the mid-1980s. Such '80s fads included wearing two Swatches and using a Swatch as a ponytail band. Some models, like Pop Swatch, allowed wearers to attach Swatches directly to clothing. During this same time, Swatch introduced the idea of partnering with noted artists, including Keith Haring and others. Artist watches gave a new cachet to what had previously been a trendy youth article.

Product structure

Diversified offerings

From the original cult plastic watches, Swatch has diversified its offerings considerably, and the company now sells more than a dozen different types of watches, including metal-bodied watches (the Irony series), diving watches (the Scuba series), thin and flat bodied watches (the Skin family) and even an Internet-connected watch that can download stock quotes, news headlines, weather reports, and other data (the Paparazzi series).

They have now become fashionable objects, generating specialized models (the "Flik-Flak" for children, semi-automatic movements, and even diamond-decorated Swatches). The company also produces watches with seasonal themes.

Product lines

There are five families under the swatch brand. The five families are

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

Swatch Irony
The Irony family contains all the metal cased watches produced by swatch. They too come in different sizes and shapes.

Swatch Skin
The skin family contains two sub families; which are Original Skin and Skin Chronograph. The original skin was introduced on October 6, 1997 as a thinner version of the original swatch watch. It is ultra thin, standing at 3.9 mm thin hence the name Swatch Skin. The swatch skin later went on to enter the Guinness world book of records as the world’s thinnest plastic watch. The Swatch Chronograph is just the swatch skin with a chronograph function. It has two additional buttons on the side of the watch.

Swatch Beat
The beat family launched in 1998 and incorporated beat watches across the three existing family but adding twists. Swatch Beat is the digital line and integrate Internet Time.

Swatch Bijoux
The bijoux line is the jewelry line that swatch released in the new millennium. A company that is known for innovations and fashion it went the next step. It partnered with Swarovski to encrust their bijoux line and watches.

A fashion statement

Also in the mid-1980s, mainstream Swatch fashion statements came about in the rising hip-hop scene with the introduction of various colored and interchangeable watch faces and wrist bands (made of vinyl). Colors included bright, day-glow and pastels. The key standard accessory was the Swatch Guard, a thin, rubber-band like strip that would stretch over the watch face. A good number of "Swatchies" sported two Swatch Guards of different colors, twisted or braided together across the Swatch face. A second type of Swatch Guard was a 1/8"-thick hard plastic ring which encircled the face and snapped onto the sides.

Swatch Group

The Swatch Group is the world's largest watch company, and the Group has accelerated its acquisition of Swiss luxury brands in recent years. The Swatch Group owns the following brands: Breguet, Blancpain, Jaquet Droz, Glashütte Original, Léon Hatot, Omega, Tiffany & Co., Rado, Longines, Union Glashütte, Tissot, Calvin Klein, Certina, Mido, Pierre Bal-main, Hamilton, Flik Flak and Endura.

Sport sponsoring & timekeeping

SWATCH FIVB Beach Volleyball World Tour

For the current Swatch FIVB World Tour, see: Swatch FIVB World Tour 2008
The Swatch and FIVB (the International Volleyball Federation) signed the partnership deal in Lausannemarker, Switzerland on Feb. 27, 2003. Swatch became title sponsor for the Beach Volleyball World Tour.

Swatch, being quite experienced in the field of innovations, has provided FIVB with financial support as well as timing and technical innovations, with the electronic scoreboards supply and speed of service measurements among many others.

Through its international partnership with FIVB, Swatch supports the growth of public and media interest in beach volleyball, appreciated worldwide as one of the most rapidly developing summer sports. As the company has continuously maintained links with the world of sports, the global sponsorship agreement with FIVB became another important step in that involvement.

Swatch also participates in all FIVB Beach Volleyball world tour events through establishing points of sales and organizing side and merchandising activities. As part of the partnership, the company also develop each seasons two Swatch watch dedicated to the SWATCH FIVB Beach Volley World Tour.

SWATCH Ticket To Ride (TTR) World Snowboard Tour

The SWATCH TTR World Snowboard Tour is an umbrella organisation for the most important freestyle snowboard contests around the globe. The world’s best snowboarders compete through the ten-month Tour with the aim to be crowned the male or female SWATCH TTR World Snowboard Tour Champion, tallied by the SWATCH TTR World Ranking System. Apart from prize money totalling over 2,000,000 USD from participating events, the SWATCH TTR World Snowboard Tour will present the top men and women in the SWATCH TTR World Ranking List a share of 250,000USD — the largest end-of-season prize purse in the history of snowboarding.

Founded by Terje Haakonsen and industry innovators in 2002, the SWATCH TTR World Snowboard Tour is a non-profit, rider-driven organisation representing the progression of snowboarding. The SWATCH TTR World Snowboard Tour is based on global grass root and key independent freestyle snowboarding events over a ten-month period from Southern to Northern Hemisphere locations. Events are rated via a 1-through-6STAR system, with points allocated accordingly, a 6STAR event holds the highest. Any rider participating in these events, from up-and-coming to professional talent, earns ranking points and a position on the SWATCH TTR World Ranking List. The top male and female rider based on an average of their best six results of the season is crowned SWATCH TTR World Snowboard Tour Champion.

Red Bull X-Fighters

Swatch is the official timekeeper and co-sponsor of the Red Bull X-Fighters. The 2008 title went to Swatch Pro Team member, Mat Rebeaud, who won 4 of the 6 events. Another Swatch Pro Team member, Robbie Maddison, obtained 3rd place.

UCI BMX Supercross World Tour

For the first time in 2008 BMX (Bicycle Motocross) figured as a discipline in the Olympic Games in Beijing. Swatch is the official timekeeper and data handler of the BMX Supercross World Cup and UCI BMX World Championships.

Swatch O'Neill Big Mountain Pro

Swatch O'Neill Big Mountain Pro, a Freeride mobile event taking place in the European Alps, enables 26 best freeride snowboarders and skiers in the world to put their innovation and skill to the test. After 8 days of competition, the 2008 title was awarded to Jeremy Jones, member of the Swatch Pro Team.

O'Neill Highland Open by Swatch

Swatch is the partner of the O'Neill Highland Open by Swatch. Taking place on the Northernmost coast of Scotland, this competition is the principal and certainly the coldest stages for the surfers in the ASP World Qualifying Series (WQS).

Swatch Free4Style

Over 30,000 people gathered over during the tree-days event in Estavayer-le-Lac in Switzerland. Swatch Free4Style is an exceptional display of FMX, Jetski, and Wakeboard, delighting the crowds, especially the performance of local star, Mat Rebeaud.

Swatch Snow Mobile

Swatch ProTeam

Since the mid-1980s, successful athletes have been competing for honors as members of the ProTeam and ambassadors of Swatch. As a long time partner of various fun & Action Sports Swatch supports top snowboarders, ski freeriders, FMX & BMX riders, as well as surfers and beach volleyball players.


  • Terje Haakonsen (Norway)
  • David Arntz (Germany)
  • Xavier de le Rue (France)
  • Geraldine Fasnacht (Switzerland)
  • Christian Haller (Switzerland)
  • Jeremy Jones (USA)
  • Frederik Kalbermatten (Switzerland)
  • Jan Scherrer (Switzerland)
  • Nicolas Müller (Switzerland)
  • Anne-Flore Marxer (Switzerland)

Ski Freeride

  • Thomas Diet (France)
  • Sverre Lillequist (Sweden)
  • Phil Meier (Switzerland)
  • Cody Townsend (USA)
  • Kaj Zackrisson (Sweden)
  • Richard Permin (France)
  • Seb Michaud (France)
  • Joonas Karhumaa (Finland)
  • Laura Bohleber (Switzerland)
  • Mirjam Jäger (Switzerland)

Freestyle Motocross (FMX)

  • Mat Rebeaud (Switzerland)
  • Busty Wolter (Germany)
  • Robbie Maddison (Australia)
  • Lance Coury (USA)


  • Bobby Martinez (USA)
  • Sam Lamiroy (UK)
  • Rikki lancaster (Australia)


Beach Volleyball

See also


External links

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