Swatch Watches: A Fashion Trend In The Making

Many fine watches come from Switzerland, such as Rolex. But Swiss watches are not limited to those in line with luxury. There are companies that make also make affordable yet beautiful watches.

One of these companies is Swatch. The company was introduced in 1983. Swatch was intended to take back the market share that Swiss manufacturers lost against the aggressive Japanese companies.

To counter the Japanese threat, Swatch redesigned their quartz watches to be more efficient with less number of parts. The manufacturer also embarked on an aggressive marketing campaign. Due to these two factors, Switzerland became leaders in the world wristwatch market again.

In March 1883, the company introduced its first 12 Swatch watches. With a superb marketing campaign and a very affordable price for a Swiss made watch, the Swatch watches became very popular almost immediately. Swatch watches were 80% cheaper to produce than standard watches because of automation in assembly. The automation also reduced the number of parts from the usual 91 to 31 components.

In the United States, Swatch watches became popular during the mid-80s. Swatch stores sprouted in big malls such as The Galleria and other uptown places. It was also during this time that Swatch had another marketing gimmick. The company partnered models, artists and other famous people. By doing so, they introduced “artist watches” which became immensely popular with the youth.

Many people thought that Swatch stands for Swiss Watch. But Nicolas Hayek, the chairman of the Swatch group, explained that the company name really means “Second Watch.”

And the company remained true to its name. Swatch watches are designed to be trendy, colorful, casual and fun. They are also innovative and unique. For example, some product lines have watch faces and wristbands which can be removed and changed. They also have face guards, a braided rubber band like structure that stretches over the watch face.

Presently, Swatch acquired Swiss luxury brands such as Brequet, Blancpain, Flik Flak and Hamilton. This acquisition allowed them to diversify the company’s product lines. Swatch watches now include full metal body watches, diving watches, thin and flat bodied watches and even a watch that can connect to the Internet so files can be downloaded to it.

Swatch watches have become a fashion trend. They now have special models such as the “Flik Flak” for kids, semi-automatic watches and diamond decorated Swatches. What’s more, Swatch also manufactures new models of watches that are geared towards a season, making them season-themed.

So remember, when you buy a Swatch watch, you are not just buying any watch. You are making a fashion statement.