The first Swatch was launched in 1983 and saved the Swiss watch industry from the quartz crisis.

The idea was to come up with a second watch serving as a fashion accessory rather than an expensive piece of jewelry.
With an aggressive marketing campaign and very low price the Swatch was a instant hit in its home market.

The assembly was fully automated rather than handmade, reducing the number of parts from the usual 91 or more to only 51 components, using plastic cases a Swatch was 80 percent cheaper to produce when compared to a traditional Swiss watch.

Today the Swatch Group employs over 35,600 people in 50 countries and are the biggest watch manufacturer in the world, the group owns many top brands like: Breguet, Blancpain, Harry Winston, Glashutte Original, Omega, Longines, Rado, Tissot, Hamilton, Certina, Mido, CK and others…