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The 1985 Swatch Consolidation

How Nicolas Hayek\'s ASUAG/SSIH merger (1983) and Swatch brand launch (March 1983) rescued Swiss watchmaking from the quartz crisis.
Wiki · Guide
The Swatch Group

Largest Swiss watch employer (~17,000 staff). 18 brands from Breguet/Blancpain at the top to Swatch at entry. ETA SA + Nivarox-FAR. Hayek family controls.
Top Luxury Watch Brands: 60 To Know In 2026 Teddy Baldassarre
Jun 2, 2025

Top Luxury Watch Brands: 60 To Know In 2026

How well do you know your luxury watch brands? The timepiece industry is populated by many dozens of companies - a handful of them still independent, many others now members of a larger luxury-goods conglomerate - each with its own unique origin story, historical highlights, and technical and aesthetic brand DNA. Here we've gathered what we consider the 60 watch brands that should be on the radar of watch enthusiasts and given you a brief rundown of what makes each one special. In the interest of being informative (and transparent), we've divided them into sections: brands owned by the two major Swiss luxury groups (Swatch and Richemont), brands within the French LVMH Group, Japanese Citizen Group, and the small Swiss concern Sowind; the largest, best-known independent companies, and the leading brands among the rest of the independents. We've even added a little tidbit of trivia for each brand. TOP LUXURY WATCH BRANDS: SWATCH GROUP BLANCPAIN Blancpain was founded in 1735 by Jehan-Jacques Blancpain, making it one of the oldest watch brands in existence - one of the few, in fact, that can say it’s been making watches longer than the United States has been a country. The maison offers a plethora of small and high complications  in its extensive and elegant Villeret collection, named for the Swiss village where it originated before moving to the Vallee de Joux in 1983, including a so-called “complete” calendar, a signature complication but these days Blancpain ...

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The New Tissot PRC 100 Is a Solar Sensation (Hands-On) WatchAdvice
TAG Heuer May 10, 2025

The New Tissot PRC 100 Is a Solar Sensation (Hands-On)

While the PRC 100 Solar proved tough enough for Central Australia, would it be able to withstand the daily activities of an upper-middle class watch nerd? Let’s find out! What We Love: Elegant, classic design Reliable and robust Wears slim and close to the wrist What We Don’t: The visible solar cells might put some people off Blank caseback — a blessing and a curse Can they add a microadjustment? Overall Rating: 9/10 Value for Money: 10/10 Wearability: 9/10 Design: 8/10 Build Quality: 9/10 Everyone loves a reboot — whether it’s Michael Mann’s Heat, Robert Eggers’ Nosferatu, or Todd Howard’s Oblivion, there’s something magnetic about a classic getting the modern treatment. The watch world is no different. Heritage designs have seen a renaissance, with luxury brands like Zenith, TAG Heuer, and Rolex bringing back beloved models. Timepieces like the Chronomaster Revival Shadow, Carrera Glassbox, and Land-Dweller either faithfully revive past icons or remix archival elements into something fresh. Neo-vintage revivals — more recent classics brought back into production — are also gaining traction. While Omega’s Constellation and Piaget’s Polo ’79 represent the high end, this trend has seeped into the more accessible tier of watchmaking. Japanese powerhouses Seiko and Citizen have often led the charge, but one European brand stands tall among them: Tissot. Part of the Swatch Group, Tissot made waves in 2021 with the PRX, a heritage-inspired hit th...

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The Nine Most Affordable Omega Watches For Men In 2026 Teddy Baldassarre
Omega Apr 21, 2025

The Nine Most Affordable Omega Watches For Men In 2026

The continuing white-hot popularity of the “MoonSwatch” models - a collaborative project between mass-market Swatch and luxury-market Omega - has likely sparked the interest of a whole new generation of young watch enthusiasts, not only in the iconic Speedmaster Professional but in the Omega brand overall. If you’re among the cohort that just might be ready to own an honest-to-goodness Omega rather than a Swatch-made replica (albeit a really cool one), the good news is that getting in on the ground floor of one of the world’s most collectible watch brands is not as high as one might expect - at least considering the accolades it receives from knowledgeable and well-heeled watch connoisseurs. In this latest installment of our “Price of Admission” series, we seek out the most attainable, entry-level pieces in every Omega collection.  CONSTELLATION: The contemporary Constellation family traces its design lineage to two distinctly different vintage ancestors - the cult-classic original model from the 1950s (which introduced the iconoclastic “pie pan” dial) and the influential revamp in the 1980s (which contributed the engraved, scalloped bezel and parallel “claws” on the case sides). The Constellation, which falls somewhere between everyday dress watch and retro conversation piece, is available in several sizes and with several different movements: a 36mm steel model on a bracelet, with the quartz Caliber 4564, can be yours for just $3,000. The 41m...

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Introducing – The New Union Glashütte Noramis Date Sport and Noramis Chronograph Sport Monochrome
Union Glashütte Apr 8, 2025

Introducing – The New Union Glashütte Noramis Date Sport and Noramis Chronograph Sport

Union Glashütte, now part of Swatch Group, marks its birth in 1893 when Johannes Dürrstein founded the Uhrenfabrik Union in the heart of Germany’s watchmaking region. Balancing vintage and modern elements with appealing designs and a reasonable price-to-quality ratio, nowadays the brand receives proper attention with releases like last year´s Noramis Chronograph Sport with its […]

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Review: Luxury & Precision With The Cartier Santos Dual Time WatchAdvice
Cartier Santos Dual Time Mar 29, 2025

Review: Luxury & Precision With The Cartier Santos Dual Time

The Santos de Cartier Dual Time was a hit at Watches & Wonders 2024. So with one week to go until we’re back in Geneva for this year’s fair, why not review the perfect travel companion? What We Love The two-tone grey dial works incredibly well The dark grey alligator leather strap gives the watch a whole new look The versatility of the watch for different occasions What We Don’t Lack of fine adjustment on the bracelet (Still) There could have been more contrast in the dial to aid legibility in low light Could lumed numerals make this more of a complete swatch? Overall Score: 9/10 Value for money: 9/10 Wearability: 8.5/10 Design: 9.5/10 Build quality: 9/10 This will be a review with a difference. Normally when one of us at Watch Advice reviews a watch, we try not to review another one that is very similar to it, rather we would opt for another team member to do it and give you their experience with it. After all, we all have different tastes in watches, dress styles and most importantly, wrist size. But, I decided to break the rules a little with this one. I reviewed the Santos de Cartier Large Brown Dial in June last year, but while I was reviewing that, I kept thinking it would be great to have reviewed the new Dual Time as well. So fast-forward almost a year later and we got our hands on the Dual Time thanks to our friends at Cartier and without giving too much away too early, I think it’s better… First Impressions The Santos dual time was one of the major rele...

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Introducing – A New Grey Colourway for the Union Glashütte Belisar Chronograph Monochrome
Union Glashütte Mar 24, 2025

Introducing – A New Grey Colourway for the Union Glashütte Belisar Chronograph

Union Glashütte, a brand owned by the Swatch Group, is known for crafting reliable timepieces that blend emotional appeal with good value. One of the notable collections is the Belisar Chronograph series, which combines retro inspiration with modern performance and design. The latest addition to this lineup stays true to the specifications of its predecessors. […]

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Meet MoonSwatch #31 - The Mission To The Pink Moonphase Fratello
Omega Mar 22, 2025

Meet MoonSwatch #31 - The Mission To The Pink Moonphase

Not even a month ago, I wrote an article about the new Speedmaster MoonSwatch 1965. That was the 30th iteration of this collaboration between Swatch and Omega. Now we’ve got the next one, number 31, the Mission To The Pink Moonphase. Those who followed the press conference on Swatch Group’s annual results could have seen […] Visit Meet MoonSwatch #31 - The Mission To The Pink Moonphase to read the full article.

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A Hands-On Introduction To The All-New Mido Multifort 8 Two Crowns Fratello
Certina Mar 13, 2025

A Hands-On Introduction To The All-New Mido Multifort 8 Two Crowns

Two days ago, we attended an event called Watch Valley. It’s set up annually by Swatch Group brands like Tissot, Rado, and Certina to show their novelties to retailers and the press - kind of like a mini Baselworld. This year, Mido was there for the first time as well. We were expecting to see […] Visit A Hands-On Introduction To The All-New Mido Multifort 8 Two Crowns to read the full article.

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Luminous Pixels and Retro Design on Mido’s Commander 1959 SJX Watches
Longines amongst others Mar 13, 2025

Luminous Pixels and Retro Design on Mido’s Commander 1959

Originally a low-key, perhaps even boring, vintage remake, the Commander 1959 Pixel Dial livens things up with a vibrant array of blue, purple, and pink squares printed on the black dial. The new Mido departs from our usual focus on higher-end mechanical watchmaking, but at a little over US$700, it combines affordability, good-enough quality, and fun. The blue and pink squares are actually Super-LumiNova on matte black, creating a striking illuminated pixel dial in the dark. The dial is housed in the classic Commander 1959 case characterised by a “Milanese” mesh bracelet, flat bezel, and domed acrylic crystal, which evokes an unmistakable mid-century aesthetic that contrasts with the funky pixel dial. Initial thoughts Several of Mido’s recent releases, including the Ocean Star Decompression Timer 1961, combine inject vibrant colours and details into vintage-inspired designs. The new Commander 1959 continues this with its unmistakably 1950s-style case paired with a modern dial. Despite the dial’s array of colours, legibility is excellent thanks to the wide hands and markers. The Pixel Dial is a simple iteration of the original, and consequently remains affordable at US$740. Like many other watches in the same price range made by Mido’s parent Swatch Group (which also owns Tissot and Longines amongst others), the Commander 1959 is equipped with the Powermatic 80, a no-frills, economical movement that nonetheless provides an impressive 80-hour power reserve. Pattern...

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Hands-On With The MoonSwatch 1965 - The 30th Version Of The Bioceramic Speedmaster Fratello
Mar 11, 2025

Hands-On With The MoonSwatch 1965 - The 30th Version Of The Bioceramic Speedmaster

In total, Swatch has introduced 30 MoonSwatch models since 2022. First, there were the original 11 MoonSwatch variants, and then, a year later, we saw 11 others with a Moonshine Gold-plated hand. In 2024, we got two MoonSwatch Snoopy models, three new MoonSwatch Mission on Earth variants, a Mission to the Super Blue Moonphase, and […] Visit Hands-On With The MoonSwatch 1965 - The 30th Version Of The Bioceramic Speedmaster to read the full article.

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The MoonSwatch '1965' Review Teddy Baldassarre
Feb 26, 2025

The MoonSwatch '1965' Review

If you’re a Speedmaster fan, you know the story. NASA sent out an RFP for an official watch of the space program – a watch that would undergo a litany of tests (pressure, temperature, corrosion resistance, shock, acceleration, and vibration to name more than a few) to prove that it could withstand the rigors of space exploration. Three watches came in for testing: A Longines Wittnauer 235T, a Rolex Daytona Ref. 6238, and an Omega Speedmaster ST105.003 dating to 1964. As you know, the Speedmaster won the contract and on March 1, 1965, it became the aforementioned official watch of the space program. That designation has since been engraved on the caseback of every Moonwatch in production today. This week, the Swatch Instagram account was buzzing with retro video content that would always end with a title card reading “1965.” Today, we know why. Celebrating 60 years since the flight qualification of the Speedmaster, and nearly 60 years from the moment Ed White took a Speedy for a 20-minute space excursion during Gemini IV, Omega and Swatch have announced a celebratory MoonSwatch that marries the past to the present. The first thing you’re going to notice is the white dial, a detail that harkens back to Snoopy MoonSwatch, but more importantly, to the 2024 White Speedmaster that set the watch world on fire after DanielCraig wore it to Planet Omega in New York in 2023. For all of you who wince at the sight of yet another MoonSwatch – and there are plenty of you – ...

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Price of Admission: What Are The Least Expensive Breguet Watches? Teddy Baldassarre
Breguet Jan 31, 2025

Price of Admission: What Are The Least Expensive Breguet Watches?

For those in the know, Breguet is a name in the history of watchmaking that commands instant respect, and even reverence. The brand’s legendary founder, Abraham-Louis Breguet, is rightfully lauded as the inventor of the tourbillon, but his lifetime horological resumé goes far beyond even that: he made the first self-winding movement, the first watch that was wound by a crown rather than a key, the pare-chute shock protection system, and the gong system for repeater watches, among other innovations. His customers included historical figures like King Louis XVI of France, Queen Marie-Antoinette, and Napoleon Bonaparte. He even invented a style of hands that many other watchmakers other than Breguet still use today. The modern brand that bears his name is one of the undisputed, upper-echelon Swiss watch maisons, alongside names like Vacheron Constantin and Audemars Piguet, and the jewel in the crown of the Swatch Group.  All that said and acknowledged, a newcomer to Breguet, especially the prospective owner of his or her first Breguet watch, may find all of this background intimidating. And make no mistake, Breguet is unapologetic in both its embrace of historical renown and its timepieces’ exalted level of luxury. The brand’s modern-day stewards harbor no illusion that they offer anything that would be any aficionado’s “first watch.” The whole concept of “entry level” must be stretched a bit at this venerated tier of watchmaking: like Patek Philippe, A. Lan...

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[VIDEO] Hands-On: the Longines Ultra-Chron Carbon Worn & Wound
Longines Ultra-Chron Carbon Following Jan 22, 2025

[VIDEO] Hands-On: the Longines Ultra-Chron Carbon

Following the release of the Longines Ultra-Chron in 2022, a revival of a very specific reference from 1968, Longines adds to the model family with the new Ultra-Chron Carbon. This model comes from a more modern age with a carbon and titanium construction, a monochromatic motif, and the same high-frequency automatic caliber inside. Initially, though, it is hard to tell if this model is meant to be an evolution of the former or an extension of the overall family. While there may still be some similarities to its sibling model, this new version does have its differences, which are important to note.  As the only carbon case piece currently being offered by the brand, it is interesting that Longines decided to introduce it in the oft-overlooked Ultra-Chron collection rather than its more popular offerings like the Spirit Zulu Time or the Conquest. Potentially a byproduct of the simpler case architecture being a bit more friendly to the material, the forged carbon does seem to look right at home molded into the cushion case shape. $4900 [VIDEO] Hands-On: the Longines Ultra-Chron Carbon Case Forged carbon Movement L836 Dial Anthracite Lume Yes Lens Sapphire Strap Sailcloth Water Resistance 300 meters Dimensions 43 x 48.6mm Thickness 14.1mm Lug Width 20mm Crown Screw down Warranty Yes Price $4900 Before taking a closer look, my mind immediately began to look back at a release from last year coming from another Swatch Group brand, the Tissot Sideral S, ready to call out similari...

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Introducing: The Bulova Snorkel Collection With Hybrid Ceramic Cases And Tropical Colors Fratello
Citizen Group Jan 14, 2025

Introducing: The Bulova Snorkel Collection With Hybrid Ceramic Cases And Tropical Colors

After Swatch’s Speedmaster MoonSwatch and Scuba Fifty Fathoms collections, we were waiting for the next Swatch Group classic to undergo a Bioceramic metamorphosis. But now it looks like Citizen Group is entering the competition with its new Bulova Snorkel collection. The inspiration for these Hybrid Ceramic watches comes from the brand’s iconic Oceanographer Snorkel, nicknamed […] Visit Introducing: The Bulova Snorkel Collection With Hybrid Ceramic Cases And Tropical Colors to read the full article.

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Longines’ High-Frequency Chronometer Gets a Carbon Composite Case SJX Watches
Longines High-Frequency Chronometer Gets Jan 3, 2025

Longines’ High-Frequency Chronometer Gets a Carbon Composite Case

Arguably under appreciated, the original Ultra-Chron High-Beat Diver was a precision timekeeper with a high-frequency movement, the L.836.6. With the high-spec movement, the watch was appealing, albeit pricey by Longines’ standards. Now the brand has given the model an upgrade with the Ultra-Chron Carbon. The Ultra-Chron Carbon retains the familiar cushion-shaped case, but now in carbon composite, giving it lightness and a modern aesthetic that contrasts well with the retro, 1970s origins of the design. Initial thoughts The Ultra-Chron Carbon stands out for its blend of an advanced, industrial movement, composite materials technology (undoubtedly thanks to the Swatch Group’s vast industrial base), and a vintage-inspired aesthetic. Although it’s simply a modest variation of an existing model, the new Ultra-Chron marks the brand’s first venture into non-traditional case materials in the modern day. Priced at US$4,900, the Ultra-Chron Carbon commands a notably higher price than its stainless steel counterpart. While it does offer technical advantages - such as the carbon composite case and a high-frequency (5 Hz) movement - the watch still feels a little expensive relative to alternatives, especially since Longines is primarily a brand that competes in a lower price range. More broadly, the Ultra-Chron Carbon is not a like-for-like vintage remake, which is a good thing. But Longines can arguably do more with its movements. Given that the brand’s enthusiast-orien...

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Long-Term Review: One Month With The Breguet Type XX Chronographe 2067 In Steel Fratello
Breguet Type XX Chronographe 2067 Dec 26, 2024

Long-Term Review: One Month With The Breguet Type XX Chronographe 2067 In Steel

One perk of being a writer in this industry is the opportunity to wear some nice and sometimes exquisite watches. They don’t always have to be expensive watches to make an impact. For example, I remember trying the new Swatch What If Break Free collection a few months ago. Despite it being so far from […] Visit Long-Term Review: One Month With The Breguet Type XX Chronographe 2067 In Steel to read the full article.

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12 Technical Achievements in Watchmaking from 2024 Teddy Baldassarre
Dec 25, 2024

12 Technical Achievements in Watchmaking from 2024

The word I keep reading to describe the watch industry in 2024 is “conservative.” There is certainly a case to be made for that view (and my colleague Bilal Khan does so quite eloquently in yesterday’s article), but there is also, I feel, ample evidence of the industry’s ongoing (and, to my mind, essential) devotion to doing new things on the technical side. In this day and age, with the watch business so diversified, so international, and so independent of one another in their schedule of releasing new products (the Spring windfall that is Watches & Wonders Geneva notwithstanding), it can be easy to overlook these innovations when you’re trying to tie up the watchmaking year in a neat bow. Of course, every watch brand has its own approach. Sometimes it’s about setting records (Jaeger-LeCoultre, Piaget); sometimes it's about elevating a brand’s repertoire to the next tier of complexity (Breitling, TAG Heuer); often, it’s just about taking a fresh approach, or adding a clever twist, to existing complications (Nomos, Swatch). For those who may have missed them or even forgotten about them, here are the technical innovations in the horological world — major and minor — that I found worthy of attention in 2024. Ball Model M Roadmaster A With the Roadmaster M Model A, Ball Watch introduces a mechanical alarm function to its predominantly rugged, tool-oriented lineup for the first time. But it’s not just any mechanical alarm function but an “Alarm-Matic...

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Explained: The Rolex Parachrom Hairspring SJX Watches
Patek Philippe turning Dec 20, 2024

Explained: The Rolex Parachrom Hairspring

Over the last decade, metal alloy hairsprings seem to fallen out of favour across watchmaking, with even conservative, haute horlogerie brands like Breguet and Patek Philippe turning to silicon balance springs. Not to mention large-scale makers of sporty watches like Omega and Tudor, which already transitioned to silicon balance springs. Rolex, however, stands out. The Geneva marque continues to employ a hairspring fabricated of its proprietary blue alloy – the Parachrom hairspring. The Parachrom hairspring inside the cal. 4131 of the Cosmograph Daytona The advantages of alloy The use of blue Parachrom is rooted in the simple fact that the right metal alloy boasts performance that is at least on par with its silicon counterpart – while offering some distinct advantages missing in silicon. Alloy hairsprings are traditionally made of Nivarox (and its family of related alloys), a special alloy that neither oxidises nor change its dimensions with variations in temperature. Invented in 1933 and almost a century old, Nivarox is a mix of nickel and iron, making it a ferromagnetic alloy, thus susceptible to influence from magnetic fields.  The cal. 3255 of the Day-Date 40 is equipped with a Parachrom hairspring. Image – Rolex In order to make its hairsprings more resistant to magnetism and to bypass the Swatch-imposed monopoly on Nivarox hairsprings (Nivarox-FAR being one of the key companies of Swatch Group), Rolex set out to develop its own hairspring alloy in the early 2...

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