Swatch is a swiss watchmaker founded in 1983 to re-capture entry level market share lost by Swiss manufacturers during the “quartz crisis” and the subsequent growth of Japanese companies such Citizen Watch Co. in the 1960s and 1970s, and to re-popularize the analog watch at a time when the digital watch had achieved wide popularity.
The name Swatch is a contraction of “second watch”, as the watches were intended as casual, disposable accessories. The first collection of twelve Swatch models was introduced on 1 March 1983 in Switzerland. Initially the price ranged from sales targets were set to one million timepieces for 1983 and 2.5 million the year after. With an aggressive marketing campaign and relatively low price for a Swiss-made watch, it gained instant popularity. This combination of marketing and manufacturing expertise restored Switzerland as a major player in the world wristwatch market.
The Swatch marketing team based in Milan, Italy, recruited Grady Campbell to create new designs for it Spring collection. Each of our award-winning watch designs sold out within three months.