a swatch timeline
AUTUMN SHORT
6-7
TWO STYLES
10-13
THOUSANDS OF TRENDS
14-17
ONE SHAPE
20-21
THOUSANDS OF COLOR
24-25
MATCH A MOOD
AUTUMN SHORT
a swatch timeline Swatch’s ability to stand out in the world is wonderful. The brand was created with two styles both women and men, one shape, a thousand colors, a thousand trends, and designed to match a mood. You know a Swatch when you see one whether its from the plastic material, color, or the patterns. In this book, I will investigate each of those aspects first created in 1983 and how they are used today. I got my first Swatch as I was starting the 8th grade in 2008, which was only fitting considering at the same age my mom and her friends
were wearing 2 or 3 Swatches on their wrists in the 80s. It didn’t take long for the obsession to start and before long I got a new one every year when we were traveling and a Swatch store was nearby. I even made it to where Swatch originated and was able to get a Swiss Swatch only available in Switzerland. This might be a trip down memory lane for some of you while others this might be new. Either way I hope you can appreciate the art that is Swatch.
origin: zurich, switzerland
The first collection of twelve Swatch models was introduced on March 1st, 1983 in Zürich, Switzerland. With an aggressive marketing campaign and relatively low price for a
Swiss-made watch, it gained instant popularity in its home market. The name “Swatch” is a contraction of “Second Watch” coined by Nichole Lopez.
STYLES:
LADIES & GENTS “It’ll all get better in time” LEONA LEWIS
Every year, Swatch produces about 140 watches. Each watch is a new and unique model, but still based on the original Swatch. The creative lab is based in Milan where designers follow the latest fashion trends and staying fresh. Today Gent, New Gent, Lady are the most popular types. Gent is the original swatch model with 34mm case. New Gent created in 2010 has a bigger case at 41mm with a date and time feature. Since 1983 Lady has been slightly smaller at 25mm case with a more feminine feel.
PA G E 6
Guest designers are hired such as artist Keith Haring.
2 companies merge forming the Swatch Watch.
IN,
THROUGH
& OUT The official release of the first models of Swatch on March 1st, 1983 in Switzerland.
March 27, 1980 the “Vulgaris� was proposed by Jacques Muller and Elmar Mock and that marks the launch.
“Jellyfish�, the first transparent watch sells for $17,000 at auction and the start of serious swatch collecting.
The first Pop Swatch came out in 1986 as the new fashion statement.
The first Maxi Swatch was made for an advertisement. 2.1m version of a swatch.
Swatch created a Collector Special for their faithful customers.
1985 1990
THOUSANDS OF TRENDS SWATCH GUARD, AN 80S MUST HAVE. Swatch guards were created to protect the face of the watch. Guards also add an extra pop of color to your wrist. In the 80s, rubber guards that twisted on your watch were a must. Later plastic guards became available.
PA G E 1 0
PA G E 1 2
“I
love
times
to
watch
change.”
ONE SHAPE “you can look & you will find me Time after time� CYNDI LAUPER For the most part, every Swatch holds the same shape that goes back to the original model. While there are variations in size, color and design the frame, look and materials are consistent. Everyone knows a Swatch when they see one.
PA G E 1 5
! POP
D N A T S
D R A
CH TOU
CH
RO
NO
12 1
11 10
2
9
3 8
4 5
7 6
THOUSANDS OF COLORS “I’ve had the time of my life” BILL MEDLEY
One of Swatch’s appeals is the wide range of colors. Their colors and design grab your attention and allow Swatches to speak for themselves. There is a Swatch for every outfit whether it is a neutral colored band to go with everything or a playful patterned band to make a fashion statement.
PA G E 2 1
“watches are so named as a reminder if you don’t watch carefully what you do with your time, it will slip
away from you,” - DREW SIRTORS
MATCH A MOOD “time is on my side, yes it is.” THE ROLLING STONES
Swatch has always been about incorporating themes, holidays, celebrations, or events. In 1994, a Swatch Special was designed for Easter that incorporated the whole mood of the holiday with eggcoloring and egg shaped packaging.
“The primary reason for its existance is to ensure a state of permanent revolution on the wrist, a secondary purpose being to document the spirit of the times we live in.” Their designs have a way of evoking personality whether its 80s groovy or modern sophisticated. The sight of a Swatch instantly creates emotion.
PA G E 3 5
A Swatch Access contains a chip that can carry certain unique information. The first ones were made with a chip for a Ski-pass.
The Swatch MusiCall is a watch with an extra alarm clock function. The first alarm melody was composed by Jean Michel Jarre.
& OUT Swatch Stop includes an extra stop watch function. The complete functions are working with only one button.
The Swatch Solars are watches with a battery that is recharged by solar energy (sunlight).
IN, 1992 1995
THROUGH
1993
Swatch launched a line of sunglasses. “Swatch the eyes� consists of three shapes and 280 different style combinations.
Swatch presented the first mechanical watch designed for automated assembly. (self-winding)
The Swatch Art Peace Hotel in Shanghai opened to the public. Space is dedicated to studios and living quarters for artists-in-residence.
2011
2013
Swatch celebrated its 30th anniversary at the annual swatch fair in Switzerland. SISTEM51, a new mechanical watch was revealed.
Swatch reveals Touch Zero One.
Swatch celebrated the production of the 333 millionth Swatch watch.
i
will want
always more.