Swatch launched in 1983 during the Quartz Crisis, as Swiss watchmakers struggled against Japan’s affordable digital watches. Led by Nicolas G. Hayek, the Swatch team introduced bold, colorful, and inexpensive Swiss-made watches that combined fashion with function, using fewer parts and automated assembly to disrupt the industry.
Quickly becoming a cultural icon, Swatch helped revive Swiss watchmaking. The brand thrived through limited editions, art collaborations, and innovations like the Jellyfish and Sistem51. Today, Swatch stands as a symbol of creativity and accessibility, with its legacy deeply rooted in modern watch history.