The Japanese invented a fashion watch. But Swiss brand Swatch turned them into a fashion trend. When ETA, now known as a movement expert, launched analogue quartz plastic watches in 1983 and affixed a 50 Swiss francs price tag Read more...
The Japanese invented a fashion watch. But Swiss brand Swatch turned them into a fashion trend. When ETA, now known as a movement expert, launched analogue quartz plastic watches in 1983 and affixed a 50 Swiss francs price tag to them, perhaps no one realised that they were looking at a future sensation. However, with the help of clever advertising slogans, not only young people all over the world would succumb to it. It was something new. The watch should no longer be for life, but only for one season. You shouldn't just have one in the jewellery box, but several pieces. In other words, watches have become as fashionable as every single item of clothing. They have become a lifestyle. Since the 1980s until today, a Swatch watch is a canvas where various motifs appear. From graphics of ambitious artists to postcards, photographs, to fairy tale characters. The creative world of Swatch watches knows no limits. All this, together with massive advertising campaigns, new dynamic sports sponsorships and an emphasis on creating special and limited editions, made the Swatch brand an idol. But it wasn't just plastic watches that Swatch owes its pervasive success to. Innovations are equally important. In 2013, the Swiss disarmed anyone who considered Swatch an ordinary king of plastic. After the introduction of the automatically adjusted Sistem51 movement, which consisted of only 51 components, was put together without human intervention and reached a daily variation of +/- 5 seconds, this miracle was also debated in respected watch forums. Irony steel models are further proof of the Swatch designers' friendliness, as they want to appeal to people with a respect for light plastic, and the Flik Flak children's watch made from substances that are suitable for sensitive children's skin. If you are looking for a watch that has the nickname "tickling fashion", the Swatch brand should definitely be on your list.
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