Swatch, typically known for its brand that has a high class quality that most of everyone of us wants to have is a watch that is really equated with both value and quality. Swatch is not intended for men only, rather for women’s as well.
Swatch began development in the early 1980, under the leadership of the then ETA SA's CEO. Swatch was originally intended to re-capture entry level market share lost by Swiss manufacturers during the aggressive growth of Japanese companies such as Seiko and Citizen in the 1960s and 1970s and to re-popularize analog watches at a time when digital watches had achieved wide popularity. The launch of the Swatch brand in 1983 was marked by bold new styling, design and marketing. This combination of marketing and manufacturing expertise restored Switzerland as a major player in the world wristwatch market. Synthetic materials were used for the watchcases as well as a new ultra-sonic welding process and the assembly technology. The number of components was reduced from 91 or more to 51, with no loss of accuracy. The Swatch watch was also known as the savior, to many of the swatch-watch style fans.
The name ""Swatch"" is a contraction of ""Second Watch"" ? coined by Nichole Lopez because the new watch was introduced with a new concept of watches as casual, fun, and relatively disposable accessories. The first collection of twelve Swatch models was introduced on 1 March 1983 in Zurich, Switzerland. Initially the price ranged from CHF 39.90 to CHF 49.90 but was standardized to CHF 50.00 in autumn of the same year. Sales targets were set to one million timepieces for 1983 and 2.5 million the year after. With an aggressive marketing campaign and a very reasonable price for a Swiss-made watch, it gained instant popularity in its home market. Compared to conventional watches, a Swatch was 80% cheaper to produce by fully automating assembly and reducing the number of parts from the usual 91 or more to only 51 components. Some models, like the Pop Swatch, allowed wearers to attach Swatches directly to clothing. A neon-colored protective 'Swatch Guard' was a thin rubber-band like strip with hoops on both ends that would stretch over the watch face; a second type of Swatch Guard was a 1/8""-thick hard plastic ring which encircled the face and snapped onto the sides.
No Swatch has ever really been considered a serious timepiece in style or composition, but are known to provide a satisfying ownership experience. For those days when you aren’t feeling too serious and want to have fun, a Swatch watch is an enjoyable companion. Even though Swatch designs can be considered busy, they are almost always in style, and with a commendable new ETA movement, the Swatch Automatic Chronographs are a new reason to notice a brand you may have recently forgotten about.