For years, Swatch has been the go-to brand for unique and unconventional timepieces. Here Babla’s Jewellers uncovers the history of Swatch.

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 were the prized possessions of many and often passed down through the generations.

However, while Switzerland was busy pouring over their signature timepieces, Asia was hard at work creating quartz watches that were both accurate and, above all, cheap to buy. This 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 had 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 have to stop at owning just one watch, he developed the idea of a ‘second watch’.

Unlike the classical timepieces of yonder, the watch was designed to convey a person’s individual style. In short, it was intend to be a talking point that triggered an emotion with both the wearer and onlookers — Swatch was born.

Only the beginning…

The 1.98mm Delirum Tremens was recognised as the thinnest watch in the world at the time. Developed by a group of engineers in Fontainemelon, this incredible feat was achieved by revolutionising the overall design of the watch. The typical three-part design of a bottom plate, case and frame was eradicated in favour of a one-piece case that doubles up as a bottom plate.

While this was a definite step towards the future of watch making, the development did little to reduce costs — Asia still had an advantage over the market. The search began for a new material that would do exactly that. The result was a plastic watch that was accurate, shock proof, unique and viable for mass production.

From a ‘second watch’ to 333 million…

Within weeks of the launch of their first watch, Swatch had quickly gained a reputation for excellence and innovation. Despite boasting a non-traditional design, it was clear that the fundamentals of Swiss watchmaking remained, as quality and accuracy were paramount.

As demand for the watches increased rapidly, Swatch continued to push the boundaries of watchmaking. Through experimenting with other synthetic 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 as one of the foremost innovators of watch design.

Milestones

Like all good brands, there have been many stand-out moments for Swatch. From collaborations with influential 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 like Jean-Michel Folon, Mimmo Rotella and Spike Lee have designed pieces for the watches. In June 2011, the brand’s relationship with art stepped up a notch after a partnership with the world’s most influential contemporary art show, The 54th International Art Exhibition.
  • Sport — As well as providing official timekeeping at major events, the brand is responsible for drawing attention to action and lifestyle sports like surfing, snowboarding, skiing and beach volleyball. As part of the brand’s support of the World Snowboard Tour, fans, athletes and designers were given the change 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 looking at the evolution of Swatch, it’s clear that the brand is firmly rooted in innovation. We look forward to seeing how the brand evolves in the future — only time will tell which route they will take…

Looking for a unique timepiece? Take a look at Babla’s Jewellers’ range of Swatch watches online today.