Brand Directory: Swatch

Swatch is a subsidiary of the Swatch Group and was founded in 1983 by Ernst Thomke, Elmar Mock, and Jacques Müller as a direct response to the Quartz crisis during the 1970s and early Eighties. Its design aesthetic was intended to be fun and yet disposable. In 1997 they opened 60 stores worldwide today there are over 3,000. The combination of aggressive marketing and efficient manufacturing using modern technologies such as ultrasonic welding put Swatch firmly on the map for affordable fun timepieces.