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Wiki · Guide
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.

Exclusive · Guide
The Royal Pop Riots Are Over: Here's What Swatch Quietly Did Next

Mid-May the Swatch x AP launch turned into chairs flying in Milan, pepper spray in New York, and a Utrecht shop owner finding poop on his doorstep. A month later you barely hear about it. Here's how Swatch killed the chaos without ever announcing it.

Blancpain & Swatch Introduce the Bioceramic Scuba Fifty Fathoms “Ocean of Storms” SJX Watches
Blancpain & Swatch Introduce Jan 10, 2024

Blancpain & Swatch Introduce the Bioceramic Scuba Fifty Fathoms “Ocean of Storms”

Just days a week into the new year, Blancpain and Swatch announce an all-black variation of the Scuba Fifty Fathoms, their affordable collaboration introduced last year. The Ocean of Storms retains all the distinctive features of the model, namely a 42.3 mm Bioceramic case containing the Sistem51 automatic movement fitted with a rotor bearing a nudibranch (a shell-less mollusc for those unfamiliar with esoteric marine creatures). Priced at US$400 as before, it will be available at select Swatch boutiques starting January 11, 2024. Initial thoughts When Swatch started teasing this new variant on social media, it seemed to be yet another one-off limited edition available for one day, like the MoonSwatch “Mission to Moonshine Gold” releases last year. However, as more details emerged, it became apparent that this was not the case as this will be part of the permanent collection, bringing the number of Scuba Fifty Fathoms models to an even six. At first glance, the Ocean of Storms bears a striking resemblance to last year’s Fifty Fathoms 70th Anniversary “Act 1”, a high-end watch that is an actual Blancpain, particularly with the date window and notched bezel. Nevertheless, adjustments to the design set it apart from its pricier cousins as well as its siblings in the Scuba line. It is clearly the most monochromatic and low-key of the range. Priced at US$400, the Ocean of Storms is priced the same as the other variants, retaining its fun and affordable appeal. However...

Introducing – The Full-Black Blancpain x Swatch Scuba Fifty-Fathoms Ocean Of Storms Monochrome
Blancpain x Swatch Scuba Fifty-Fathoms Jan 10, 2024

Introducing – The Full-Black Blancpain x Swatch Scuba Fifty-Fathoms Ocean Of Storms

A couple of months ago, Blancpain & Swatch caused quite a storm by presenting their collaboration based on the iconic Blancpain Fifty Fathoms. Following the success of the Moonswatch with Omega, the Scuba Fifty Fathoms captured the spirit of the legendary dive watch in bioceramic, a lightweight material that came in five different colours. Now, […]

VIDEO:  Unpacking why the Omega x Swatch BioCeramic MoonSwatch is out of this world Time+Tide
Omega x Swatch BioCeramic MoonSwatch Mar 24, 2022

VIDEO:  Unpacking why the Omega x Swatch BioCeramic MoonSwatch is out of this world

We’re going to call it a space oddity. Albeit it a very welcome one at that. But today’s news that Omega have teamed up with Swatch to create a playful take on the Speedmaster Chronograph in the form of the BioCeramic MoonSwatch has caught the watch world by surprise. In the one corner there’s Omega, … ContinuedThe post VIDEO:  Unpacking why the Omega x Swatch BioCeramic MoonSwatch is out of this world appeared first on Time+Tide Watches.

Omega x Swatch BioCeramic MoonSwatch Collection Two Broke Watch Snobs
Omega x Swatch BioCeramic MoonSwatch Mar 23, 2022

Omega x Swatch BioCeramic MoonSwatch Collection

Today the watch world was stunned when word got out that Swatch and Omega have collaborated to bring us a set of 11 new, affordably-priced "Speedmasters." Now, considering the available color options, the proprietary BioCeramic cases, and reliable quartz movements - it's clear that these will be a hit with everyone from budget-conscious collectors to hardcore Speedy fanatics.

Omega x Swatch blast off together on the BioCeramic MoonSwatch collection Time+Tide
Omega x Swatch blast off Mar 23, 2022

Omega x Swatch blast off together on the BioCeramic MoonSwatch collection

Standing in the Omega HQ in Bienne, Petros Protopapas is visibly excited. The Brand Heritage Director of Omega is holding forth under a vast cosmic backdrop that depicts the planets in technicolour detail in a star-lit sky. “This revolutionises the Swiss watch industry for me,” declares Petros with tangible emotion in his voice. “This is what … ContinuedThe post Omega x Swatch blast off together on the BioCeramic MoonSwatch collection appeared first on Time+Tide Watches.

Swatch Goes Vintage with the 1984 Reloaded Collection SJX Watches
Casio n Swatch constructed Oct 11, 2021

Swatch Goes Vintage with the 1984 Reloaded Collection

Launched in 1983 – with the driving force behind its conception being Ernst Thomke, the then-chief of movement manufacturer ETA – Swatch set out to be the antithesis of the traditional Swiss-made watch. Cased in plastic and quartz, the Swatch watch was cheap, cheerful, and vividly colourful. But it was a hit, with its unusual, funky styling making the Swatch a fashion statement – a million watches were sold in the first year. To celebrate the occasion, Swatch constructed a 13-tonne, 162 m-long mega-watch and hung it from the front of the Commerzbank skyscraper in Frankfurt. A homage to London’s Big Ben, the giant clock was a brilliant publicity stunt that boldly announced the ambitions of Swatch. The oversized watch indicated the time and three pieces of information: “Swatch”, “Swiss”, and the retail price of “DM60”. Now Swatch is remembering 1984 with a quintet of watches, each a recreation of the year’s bestsellers, but with a twist. Instead of plastic as the originals were, the remakes have cases of Bioceramic, while the straps are made of bio-sourced plastic – making the entire watch a little friendlier to the environmental than the 1980s originals. Initial thoughts Given the diverse and imaginative offerings at Swatch, it’s unusual for the company to reissue vintage watches, though it’s done a couple in the recent past. Interestingly, the 1984 collection resonates with the broader, luxury-watch market, which frequently returns to past hit...

Fellows Timed Auction: Accessible Watches And Perhaps The First Omega x Swatch Moonswatch To Appear At Traditional Auction Quill & Pad
Omega x Swatch Moonswatch Oct 14, 2022

Fellows Timed Auction: Accessible Watches And Perhaps The First Omega x Swatch Moonswatch To Appear At Traditional Auction

Fellows auction house is still something of a hidden gem, so if you look hard you might find incredible bargains. The author herself has gotten very lucky here, once even managing to find a timepiece that she had long been searching for at an unpredictably good price. See what you can find in the next timed auction!

Introducing: The MoonSwatch Mission to Earthphase – Moonshine Gold Fratello
Omega × Swatch MoonSwatch collection Aug 3, 2025

Introducing: The MoonSwatch Mission to Earthphase – Moonshine Gold

Back in March 2022, the watch world experienced something rarely seen - a global frenzy, not over a mechanical masterpiece or a limited-edition grail but, instead, a battery-powered, (Bioceramic) plastic-bodied chronograph. The original Omega × Swatch MoonSwatch collection dropped without much warning, causing scenes that rivaled those of sneaker releases. People queued overnight outside Swatch […] Visit Introducing: The MoonSwatch Mission to Earthphase – Moonshine Gold to read the full article.

Auction: Christie’s Auction to Benefit Medical Charity ELA SJX Watches
Girard-Perregaux Swatch Oct 7, 2024

Auction: Christie’s Auction to Benefit Medical Charity ELA

Christie’s has just announced Watches for ELA, a thematic auction of 11 watches, mostly one-of-a-kind, to benefit the European Leukodystrophy Association (ELA), which supports research into the disorder. The brands that have created watches for the sale include Bovet, Konstantin Chaykin, Girard-Perregaux, Swatch, and most crucially from a value perspective, Richard Mille. While Christie’s is best known for staging Only Watch, a biennial charity auction, the ELA auction is notable for being the brainchild of François-Henri Pinault, the chief executive of French luxury conglomerate Kering, which owns brands like Gucci and Balenciaga. Mr Pinault is on the board of ELA, while Christie’s is owned privately by the Pinault family. Each timepiece in the ELA auction is offered without reserve, with all proceeds going to ELA. The sale takes place on November 11, 2024 as part of Christie’s customary Rare Watches auction. The catalogue and online bidding will be available at end October. Richard Mille RM 65-01 Automatic Split-Seconds Chronograph Dark Yellow Quartz TPT The flagship offering in the sale, and the only watch with a six figure estimate, the RM 65-01 is one of the most complicated Richard Mille watches, the RM 65-01 is powered by a high-frequency, self-winding rattrapante chronograph movement made by Vaucher. This example is part of a 120-piece limited edition that’s the latest iteration of the RM 65-01. It sports yellow Quartz TPT carbon composite case and is th...

Introducing: The MoonSwatch Snoopy - Mission To The Moonphase Fratello
Omega × Swatch MoonSwatch Mission Mar 21, 2024

Introducing: The MoonSwatch Snoopy - Mission To The Moonphase

Exactly two years after the successful launch of the MoonSwatch, Swatch introduces the Mission to the Moonphase. It’s a MoonSwatch Snoopy, in short, as NASA’s “watchdog” is positioned in the upper-right sub-dial. On the battery cover on the case back, there is also Snoopy’s footprint on the Moon. Clever! Omega × Swatch MoonSwatch Mission to […] Visit Introducing: The MoonSwatch Snoopy - Mission To The Moonphase to read the full article.

Roger Smith reminds us to have fun with a MoonSwatch wristshot Time+Tide
Omega x Swatch MoonSwatch I Aug 16, 2023

Roger Smith reminds us to have fun with a MoonSwatch wristshot

On a personal level, I am well documented on the record in that I have no desire to purchase a Omega x Swatch MoonSwatch. I just cannot see a reason to bring it into my collection, recognising from my own wear patterns it would probably get very little wrist time. Maybe it is a bit … ContinuedThe post Roger Smith reminds us to have fun with a MoonSwatch wristshot appeared first on Time+Tide Watches.

Pondering Swatch’s Relevance: Is Adrenaline-Fueled Hype Enough To Remain A Player In The Watch Game? Fratello
Swatch May 29, 2026

Pondering Swatch’s Relevance: Is Adrenaline-Fueled Hype Enough To Remain A Player In The Watch Game?

Hype around Swatch is not new. The “Second Watch,” launched in 1983 as a fun and affordable accessory you could wear to match your daily outfits, was never meant to be a lifelong heirloom investment. It was always about the heat of the moment. The colorful plastic Swatch caused a massive cultural and commercial “uproar” […] Visit Pondering Swatch’s Relevance: Is Adrenaline-Fueled Hype Enough To Remain A Player In The Watch Game? to read the full article.

Hands-On: Five Things You'll Want To Know Before You Buy The Swatch x Audemars Piguet Royal Pop — And How To Get It Hodinkee
Audemars Piguet Royal Pop — May 15, 2026

Hands-On: Five Things You'll Want To Know Before You Buy The Swatch x Audemars Piguet Royal Pop — And How To Get It

Earlier in the week, I got a chance to see the new Swatch x Audemars Piguet Royal Pop collaboration in person, the hottest (and most hotly debated) thing since, well, Swatch did their first collaboration with Omega. There were some restrictions, like the fact that I couldn't handle some of them without gloves, but I did get enough of an impression to have a lot of thoughts. Yes, I think they're a lot of fun, and actually pretty impressive in some ways. I get that a lot of people will disagree, and that's fine. But to answer the last part of our headline first: you can get the Swatch x AP Royal Pop watches only at select retail stores starting May 16. You can find those stores on the Swatch website by going to the homepage, looking for the collab, and clicking the "See Stores" link. One version (with a crown at the right) is $420, while the other (with a crown at the top) is $400. Also, this is not an AP-led product, so don't call your local AP AD hoping to get one. Swatch is in charge here. Love it or hate it, the Swatch x Audemars Piguet Royal Pop is big news. How big? A few hundred comments on our site is a good measure. But how about the fact that, in 24 hours, our "Introducing" story on the collab got about 20x an average story would do in a month and 1.75x more page views than the Rolex "Pepsi" GMT cancellation (which was the highest-traffic story of Watches & Wonders to date). We love watches over here, but it can be a bubble. There are a few rare moments when the wa...

Audemars Piguet and Swatch send the watch world crazy, Cartier quietly opens a new space in Sydney, while Rolex drops a new doc instead of a watch Time+Tide
Audemars Piguet May 15, 2026

Audemars Piguet and Swatch send the watch world crazy, Cartier quietly opens a new space in Sydney, while Rolex drops a new doc instead of a watch

There’s nothing like a good Swatch release to turn the watch world upside down, and that’s exactly what we’ve seen this week. Fresh after our brilliant British Weekender in NYC, where watches were firmly on enthusiasts’ minds, Audemars Piguet and Swatch decided to bring watches into the forefront for everyone, announcing a new collaboration that everyone, … Continued

The Surprising Royal Pop from Swatch and Audemars Piguet SJX Watches
Audemars Piguet Audemars Piguet AP May 13, 2026

The Surprising Royal Pop from Swatch and Audemars Piguet

Audemars Piguet (AP) and Swatch have teamed up to launch the Royal Pop, a series of lanyard-borne pocket swatches in eight pop art-inspired colourways set to hit stores on May 16th. It also debuts new manually wound Sistem 51 movements, including one with small seconds, to capture the pocket watch feel. This could be seen as AP having a little fun on a project set in motion by a Swatch-obsessed former CEO, or long-term thinking to cultivate the next generation of customers. Initial thoughts I imagine ambivalence will define the general reaction to the Royal Pop, as it should. A pop art-inspired pocket Swatch is a challenging product to casual watch buyers and enthusiasts alike. And I mean that as praise — it would have been much easier to go the MoonSwatch or Scuba Fifty Fathoms route, but much less interesting. Ref. SSX03L101N. Case in point, a non-enthusiast friend texted me over the weekend expressing interest in the Royal Pop under the common assumption that it would take after the MoonSwatch. In short, he was expecting a plastic Royal Oak. He was less enthusiastic — but not entirely put off — when I asked him how he’d feel about a manually wound pocket watch. Ref. SSX03R100N. While my favourite watches are overwhelmingly pocket watches (or pocket chronometers), I can’t see myself wearing one regularly, be it a Swatch Pop or a Nicole Nielsen tourbillon. I do, however, see myself attaching an Otg Roz Royal Pop to my keychain or workbag. Considering the recent ...