But this thin, expensive watch was not capable of staving off competition from the cheap quartz watches flooding the market. This was possible thanks to radical simplification.

At the time, it was the thinnest watch in the world (1.98 mm). Flowers, animals and beloved (Disney) cartoon characters, designed especially for the little ones! Learning to tell time was never more fun.įaced with the growing popularity of inexpensive quartz watches from Asia in the late 1970s, a group of engineers from Neuchatel developed a super-thin, gold luxury watch known as Delirium Tremens. Small colourful watches with fun prints and soft straps. For younger children the Swatch Flik Flak children’s watch line was developed. The old size Swatches still exist and are treasured by ladies and in Asia.īecause Swatch watches are usually made out of plastic, water resistant, lightweight and contain a durable Swiss movement, adult Swatch watches are also suitable for (older) children. This has resulted in an entire new collection of Swatch gents watches. Up to the seventies a size of 34 mm was considered a regular gent’s watch, while men today prefer a size of around 40 mm. Gents watches in general have grown in size dramatically in western society. Swatch gents watches have changed a lot over the 30+ years of the brand’s existence. Swatch has ladies’ watches for women from 8 to 88 years old.

With cases either in plastic for a more sport-friendly character in steel or with leather straps for a more classic look. For sporty ladies, for classy ladies, for young girls and older women. Over the decades Swatch has created a huge collection of ladies watches. Our Swatch fall/winter 2015 collection is divided into three current lines: Sport Mixer, Techmode and Grüezi all! Besides these lines we always have the bestsellers in the core collection, the Swatch SISTEM51 automatic watches, Irony Xlite chronographs and Swatch Specials. Still going strong today, Swatch is one of the most loved and collected watch manufacturers with a huge collection of surpising, quality, innovative Swiss Made watches. Innovation coupled with a strong marketing concept made Swiss watches a fashion accessory once again. With the launch of the first Swatch collection in 1983 the tide was turned. And because a Swatch watch doesn’t cost a fortune, a second watch is soon followed by a third, a fourth. A new, fascinating way to express your mood and personality. His basic idea for the Swatch watch was that it would be the perfect ‘second watch’ besides your fancy dress watch. Hayek, whose revolutionary ideas were to lead the Swiss watch industry to a prosperous future. The traditional Swiss watch manufacturers were having a difficult time. In the early nineteeneighties the market for affordable watches was completely controlled by companies from the Far East. Swatch watches : Swiss originals since 1983

Swatch irony