Swatch watches

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The history of Swatch

In the late 1970s, faced with the growing popularity of inexpensive quartz watches, a group of engineers in Fontainemelon (Neuchatel) developed a super-thin, gold luxury watch known as Delirium Tremens. At just 1.98 mm and later at 0.98 mm in thickness, it was the thinnest watch ever made. But a thin, expensive watch would not be sufficient to stave off competition from the cheap quartz watches flooding the market. A more radical approach was needed, and the drive to simplify was soon complemented by a search for new materials and methods that would allow the production of an entirely new kind of Swiss watch — one made of a synthetic material, shock-proof, accurate, perfect for mass production, affordable for everyone, and available in a wide range of colours. Nicolas G. Hayek launched the Swatch, a plastic-cased watch consisting of only 51 components instead of the usual 91 or more, offering high quality at an affordable price. It was phenomenally successful – the most successful watch of all time – and its parent company, the Swatch Group, was to become the largest and most dynamic watchmaking company in the world.
The company continues to find new ways to impart texture and colour to an expanding range of shapes, and inventive designers take advantage of everything technology offers. The radical reduction in the number of parts known as “Revolution 51” enabled innovative assembly methods, and special packaging technologies make it possible to deliver the products in pleasing and captivating containers. Continuing advances in design, materials and production technologies have enabled the brand to make even mechanical watches accessible to a much broader range of customers.

Swatch, launched in 1983 by Nicolas G. Hayek, is a leading Swiss watch maker and one of the world's most popular brands. The first watches surprised everyone with their revolutionary concept, creative design and provocative spirit. Today Swatch continues to innovate and surprise with new models, collections and special editions. The brand maintains a strong presence in the world of sports with its commitment to snowboarding, freeskiing, surfing, volleyball and MTB Slopestyle. Right from the start, Swatch connected with art and artists, and their watches remain a prominent canvas for artists from a broad range of disciplines.

Swatch watches

Marketing and Communication
Founder Nicolas G. Hayek’s ‘second watch’ was never just a watch. It was always also a way to communicate, a ‘talking piece’ designed to let the wearers show just who they are and how they feel. Today, creative retail is the name of the game, and Swatch has monobrand stores, megastores, shop-in-shops and kiosks all over the world. The most famous stores are located on Oxford Street, Times Square, 5th Avenue and Champs-Elysees.

New styles from £46

Windy Dune

SWATCH windy dune GE709 £58


SWATCH fraicheur GS161 £58

Silver Glistar Too

SWATCH silver glistar too LK343E £54

Rose Glistar

SWATCH rose glistar LP132C £58


SWATCH mediolino SFE112 £85


SWATCH skinmesh SVOM100M £104


SWATCH skinsparks SVUN100 £104

Swatch by Coco Ho

SWATCH swatch by coco ho YLZ101 £87


SWATCH azulbaya GL401 £58


SWATCH marinai GW189 £54


SWATCH ultraviolet LK390 £54


SWATCH bluedots LW159 £50


SWATCH yokorace SUOB724 £66


SWATCH skinpure SVOW100 £91


SWATCH skinnight SVUN101 £86


SWATCH redbaya GR405 £58

Lady Black Single

SWATCH lady black single LB170E £46

Golden Glistar Too

SWATCH golden glistar too LK382 £54


SWATCH herzlich LW164 £50

Vent Brulant

SWATCH vent brulant SUOK709 £66


SWATCH skinstripes SVUL100 £93


SWATCH skinskin SVUT100 £99


SWATCH bordujas GS159 £58

Something Black

SWATCH something black LB184 £46

Fish Me Baby

SWATCH fish me baby LN152 £47

Pink Pastel

SWATCH pink pastel SFE111 £85


SWATCH skinnoir SVOB100 £99


SWATCH skinsteps SVUM101G £98


SWATCH skinbrushed SYXS102 £128

Classic styles from £46

Golden Tac

SWATCH golden tac GB274 £58

Red Grin

SWATCH red grin GB754 £58

Silverall L

SWATCH silverall l GM416A £66

Blue Ben

SWATCH blue ben GN254 £58

Color the Sky

SWATCH color the sky GS124 £58

Something New

SWATCH something new LB153 £46


SWATCH l'inattendue LK375G £66


SWATCH redbelle LR130 £46

Climer Flowery

SWATCH climer flowery SFK300G £104

Metal Knit

SWATCH metal knit SFM118M £104

Mono Black

SWATCH mono black SUOB720 £66

Rose Rebel

SWATCH rose rebel SUOT700 £66

A Cote

SWATCH a cote GB286 £54


SWATCH schoggi GC114 £54


SWATCH silverblush GM416C £58

Sir Blue

SWATCH sir blue GN718 £58

Just White

SWATCH just white soft GW151O £46


SWATCH chessboard LB160G £58

White Classiness

SWATCH white classiness SFK360 £91

Love Game

SWATCH love game SUOW116 £44.50

Strictly Silver

SWATCH strictly silver YGS131 £81

Flower Box

SWATCH flower box YSS222G £91


SWATCH harmonieuse YWG406 £108


SWATCH elegantum YCG418G £186

Once Again

SWATCH once again GB743 £46


SWATCH up-wind GN230O £46

White Delight

SWATCH white delight GN720 £58

White Bishop

SWATCH white bishop GW164 £58

Ora d'Aria

SWATCH ora d'aria LN153 £54


SWATCH squirolino LW152 £43

Black Classiness

SWATCH black classiness SFK361 £91

Hello Darling

SWATCH hello darling SFP115M £112

Twice Again

SWATCH twice again SUOB705 £66

New Gentleman

SWATCH new gentleman SUON708 £66


SWATCH sprinkled SUOW705 £62

White Chain

SWATCH white chain YSS254G £87

Sir Red

SWATCH sir red GB753 £58


SWATCH linajola GN237 £54


SWATCH astilbe GP140 £54


SWATCH mariniere GW169 £58


SWATCH quadretten LK372 £54


SWATCH pinkbelle LP150 £46

Jardin Fleuri

SWATCH jardin fleuri SFE102 £91

Summer Breeze

SWATCH summer breeze SFK397 £85


SWATCH gaet SUOB714 £66

Night Flight

SWATCH night flight YVS444G £170

Mint Halo

SWATCH mint halo YLS193 £70

Chic Sailor

SWATCH chic sailor YVS448 £135

Right from the start, Swatch connected with becoming a canvas for world famous artists - painters, sculptors, musicians, filmmakers. The first artist to collaborate with Swatch was Kiki Picasso in 1984, less than a year after the first watches made their appearance. American painter Keith Haring created a number of prototypes in the mid-1980s, and four watches with Haring’s designs were produced and launched in the United States, among them the watch Milles Pattes (1986). The relationship between Swatch and art has since produced a fascinating series of creative collaborations with artists from a broad range of disciplines. Among the many memorable works designed for the “the world’s smallest canvas” are Swatch watches by Alfred Hofkunst, Jean-Michel Folon, Sam Francis, Mimmo Paladino, Nam June Paik, Spike Lee, Moby and Jeremy Scott.

Sports are an essential component of the Swatch identity. Swatch has been promoting and supporting action and lifestyle sports since the very beginning. The brand shows its support through official timekeeping and sponsorships of a wide range of projects and events all over the world which include freeskiing, surfing, snowboarding, FMX and Ice Cross Downhill.

Swatch watches

Swatch Club
The Swatch Club began as a way for collectors and fans to get together and share their enthusiasm to show off, exchange and talk about the latest watches. Today, the Swatch Club has evolved to become a worldwide community. The Club helps market Swatch through social networks and engages with its members and fans through web sites in different markets and languages. Swatch Club brings people together, 24 hours a day - fans who love art, follow sports and keep up with the latest trends in lifestyles and communications. They share the fun and the brand experience with fellow members all over the world, enjoying the Swatch experience online and at live events, where they meet athletes, artists and VIPs. They live the world of Swatch through, special watches, insider news and exclusive previews of future launches.