BLAST FROM THE PAST: Swatch Watches

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Photo: ClickAmericana

Ah, Swatch Watches. Who didn't own one back the days of big hair, leg warmers, and Members Only jackets. The Swatch Group is a Swiss company that was started in 1983 out of the remains of two other companies. Its origins go back to 1930 with the merger of Omega and Tissot watch companies which created a new company called SSIH. 

Things were going well until around 1970. The company failed to recognize a changing landscape in consumer demand for watches. People no longer wanted highly crafted mechanical timepieces which were expensive. Demand for these type of timepieces was falling in favor for quartz regulated watches which were more affordable and easier to manufacture. In addition the recession of 1970-1971 didn't help either. 

Photo: Timepiece Legacy / Montrespubliques.com

These two factors were responsible for the demise of SSIH. At the the same time, another watch company ASUAG was experiencing its share of tough financial times (pun intended) for the same issues. These two companies decided to cobble together what was left of their respective organizations to salvage themselves. They called the new company Swatch Group. 

Realizing the days of highly crafted watch making were in the rear view mirror, they focused on giving the people what they wanted: inexpensive timepieces that were stylish. The Swatch Group really took this to heart by creating some unique styles that made them stand out from other companies at the time such as Timex, Casio, Seiko, and Sharp who were making quartz and digital watches. 

Photo: Timepiece Legacy / Montrespubliques.com

The company invested heavily in marketing and advertising to create buzz among the fashion conscious youth which lead to their popularity becoming mainstream. To celebrate their one-millionth watch and the first anniversary as a company, they hung a 13-ton yellow Swatch on a building in Frankfurt. This publicity stunt was genius! It gave them the reputation of being a trendy, quirky company that was at the forefront of fashion.

Photo: Swatch.com

It seemed as though everyone wore a Swatch back the 1980s-1990s.  It also became popular to wear several of them at the same time. The company also collaborated with artists such as Keith Herring, Roy Lichtenstein, and Charles Schultz (Peanuts) to created limited edition pieces. 

I had a couple of Swatch watches. My favorite was a black one. I used to wear it all the time because black goes with everything. Now that I think about it, I have no idea what happened to it. My guess it's probably in some box that I forgot about. I should find it and see if it still works.

Back to our story: Today the Swatch Group has 400 stores and offers up to 1,000 different styles of watches. While they are not as popular as back in their heyday, you still seem them around. After all, the Swatch Group is one of the biggest watch and jewellery companies in the world. They own not only Swatch watches, but Omega, Tissot...and jeweler to the rich & famous - Harry Winston.

 


 

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