Swatch

The Phenomenon
In 1983 wristwatch design took a revolutionary turn thanks to the work of one manufacturer in particular, SMH (previously ASUAG-SSIH) of Switzerland. They launched what would become the world's most infamous brand name watch, the Swatch. The many different (and sometimes crazy) styles remain an instant success, and at a very competitive price, people tend to buy not just one but many. Swatch combines relentless Swiss accuracy with breathtaking, innovative and sublime analogue fashion designs. Swatch technology also means a less expensive quartz watch using a waterproof and shockproof case with fewer parts. But Swatches are no mere Wrist Watch. They are a world renowned fashion statement with the added bonus of collectiblity.

The Spring / Summer collection
This season the Swatch collection is one of the strongest collections to date. The mixture of vibrant colours and vivacious design are making the collection very popular. Over 80 brand new designs featuring all of the qualities the world has come to expect from this exciting brand. Many of the watches in this collection are already being heralded as classic Swatches. That gives you even more for your money when the resale value of your Swatch increases. If you can get your hands on a limited edition, or if the style you choose becomes a collectible the value can soar.
Time is what you make of it! With Swatch, time is art

The Swatch range has grown to immeasurable levels with limited editions created by globally renowned artists fetching huge sums. In 1991, at the height of the Swatch craze, the "Kiki Picasso" Swatch sold for 62,000 Swiss Francs or £25,000.00. Since then several limited edition Swatches have fetched hundreds, even thousands, of pounds in the secondary market. Limited editions and the sheer size of the back catalogue make Swatches a very appealing collectible. Limited editions commissioned by huge iconic names have added tremendously to Swatch collectibility. Names such as couture designer Vivienne Westwood, film directors Pedro Almodovar and Akira Kurosawa. And lesser-known burgeoning artists Yue Min Jun, Constantin Boym, and Bridget Mutji add a global, esoteric value to the Swatch brand.
Construction

All Swatches, regardless of their individual beauty, are made to exacting standards which deliver durability, precision and maintenance simplicity. At the heart of all Swatches is an injection moulded synthetic case to which all the components are uniquely micro welded.
A quality Electronic Module is used containing a quartz crystal, which delivers unparalled accuracy and reliability. This accuracy is turned into physical motion via a powerful coil and motor module offering exactness for the lifetime of the instrument. The day disk and dial are now added to breath both function and beauty into the solid and reliable foundation.

The dial, or face is one of the key features of Swatch. The high quality printing of interesting artwork have been key to Swatch's marketing from day one. The glass (which is made of plastic), is then welded onto the synthetic case to create a water proof seal for all of the internal components. One of Swatches main attributes is the ease with which the owner can maintain the watch to avoid expensive visit to the jewellers.

Swatch features an easy access battery cover. One of the nice things about a Swatch battery cover is that it can be opened by anybody by using a coin, where as other manufacturers require special tools. The inside of the cover has a rubber seal and so re-waterproofing is achieved easily when the cover is replaced.