Swatch Watch

Plaza Watch International - - Iconic Innovations -

Some may call it an en­try-level time­piece yet the orig­i­nal Swatch watch is any­thing but. The high­qual­ity and shock­proof yet ul­tra light sim­ple plas­tic watch with a one-piece case and just 51 parts was, and re­mains, a watch for any­one and ev­ery­one. It is a ver­i­ta­ble rev­o­lu­tion­ary Swiss icon.

Launched in 1983 for un­der 50 Swiss francs and with a to­tal pro­duc­tion of a mil­lion pieces, it is a fully demo­cratic watch that ap­peals to peo­ple from all walks and sta­tions of life, whether you’re a Viet­namese rice farmer, a trekker along the Hi­malayan foothills or a nav­i­ga­tor travers­ing the At­lantic. It is a uni­ver­sal watch that may have timed your first kiss, which this year cel­e­brates its 30th an­niver­sary. Back then, peo­ple thought a time­piece was some­thing you re­ceived from your fa­ther upon grad­u­at­ing from school and that you kept all your life.

Swatch demon­strated that you could have as many watches as you wanted in the full spec­trum of colours. More than a way to mea­sure time, it was an ob­ject of art and a means of ex­press­ing your­self at an af­ford­able price, and ev­ery year since has brought new mod­els made pos­si­ble by new tech­nolo­gies, in­no­va­tive de­signs and ex­tra­or­di­nary ma­te­ri­als. Not only that, it was the watch that brought the Swiss horo­log­i­cal in­dus­try back from the brink of no re­turn and al­lowed it to re­gain its foothold as a world leader.

It pro­pelled Ni­co­las G. Hayek to the po­si­tion of saviour of the Swiss watch in­dus­try, as he faced off against the piti­less blows de­liv­ered by the on­slaught of Ja­panese quartz watch tech­nol­ogy and beat the Ja­panese at their own game, thereby sig­nalling the be­gin­ning of an em­pire that to­day cov­ers the en­tire horo­log­i­cal spec­trum and is the big­gest man­u­fac­turer of fin­ished watches in the world, with some strate­gic watch com­po­nents solely in its con­trol, demon­strat­ing the im­mense power it cur­rently wields over the en­tire Swiss watch in­dus­try. YD

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