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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.

Swatch celebrate The Queen’s Platinum Jubilee with “How Majestic”, a colour-changing watch Time+Tide
Swatch Jun 2, 2022

Swatch celebrate The Queen’s Platinum Jubilee with “How Majestic”, a colour-changing watch

The British royal family has endured another calamitous year. Prince Andrew cemented his position as a global embarrassment after settling his sex abuse case out of court, Megan and Harry polarised the nation with their self-serving interview on Oprah, and it’s barely a year since Prince Phillip died. As an institution, the monarchy appears increasingly … ContinuedThe post Swatch celebrate The Queen’s Platinum Jubilee with “How Majestic”, a colour-changing watch appeared first on Time+Tide Watches.

VIDEO: Hands-on with all 11 missions of the Swatch x Omega MoonSwatch Time+Tide
Omega MoonSwatch Apr 22, 2022

VIDEO: Hands-on with all 11 missions of the Swatch x Omega MoonSwatch

To say that the announcement of the Swatch x Omega MoonSwatch BioCeramic was the debut of the year would be an understatement. In fact, you could even argue it was the drop of the last decade. Waitlists and queues for watches are by no means a foreign concept to collectors, but this idea is typically … ContinuedThe post VIDEO: Hands-on with all 11 missions of the Swatch x Omega MoonSwatch appeared first on Time+Tide Watches.

WATCH ANALYTICS WEDNESDAYS: How the MoonSwatch impacted Swatch Time+Tide
Girard-Perregaux Laureato Skeleton Apr 13, 2022

WATCH ANALYTICS WEDNESDAYS: How the MoonSwatch impacted Swatch

Editor’s Note: We have partnered with @watchanalytics to crunch the numbers and dig into the horological market trends and value fluctuations for the references that matter. Last time, we delved into the market status of the Girard-Perregaux Laureato Skeleton that is rocketing in value. Today we are going to dive into how the MoonSwatch collaboration with Omega has impacted … ContinuedThe post WATCH ANALYTICS WEDNESDAYS: How the MoonSwatch impacted Swatch appeared first on Time+Tide Watches.

Swatch Drops the Bioceramic MoonSwatch Collab with Omega SJX Watches
Omega Perhaps Mar 24, 2022

Swatch Drops the Bioceramic MoonSwatch Collab with Omega

Perhaps the most surprising launch of the year so far, the Bioceramic MoonSwatch is a collaboration between Swatch and the maker of the Speedmaster Professional. The MoonSwatch is essentially Moonwatch “lite” – it has all the key details such as lyre lugs and a Velcro strap, but a quartz movement and small price tag. And the MoonSwatch is next level in terms of range. Whereas the original Moonwatch is mostly black, Swatch offers almost dozen variants of the MoonSwatch, each dedicated to the most significant bodies of the solar system, such as the Sun, Moon, and Mars. The MoonSwatch “Mission to Mars”, a tribute to the Speedmaster “Alaska Project” but with the entire case in bright red ceramic Initial thoughts The MoonSwatch is an exemplary crossover because its encapsulates the specialties of each brand. Combining the quintessential cheerful style of Swatch with Omega’s iconic Moonwatch results in a fun, lighthearted watch that’s very affordable. But it’s also a shocking product because the two brands are poles apart in terms of positioning and pricing. Put simply, an Omega strap costs more than the average Swatch watch. Swatch is clearly the winner. It’s an especially shrewd move for the maker of plastic watches, since some of the prestige and historical significance of Omega rubs off onto Swatch. As for Omega, it’s a purposeful act of brand dilution, no doubt in the hope that it brings the brand to a new audience that will aspire to own the real d...

The Swatch x Peanuts collection unveils fun range of Snoopy and Charlie Brown watches Time+Tide
Swatch Dec 1, 2021

The Swatch x Peanuts collection unveils fun range of Snoopy and Charlie Brown watches

It seems pretty ironic that Charles Monroe Schulz, the American cartoonist and creator of Peanuts – probably the most popular and influential comic strip in history – should be so indifferent to the name. You could go so far as to say he had an allergic reaction to Peanuts, once saying: “If someone asks me what … ContinuedThe post The Swatch x Peanuts collection unveils fun range of Snoopy and Charlie Brown watches appeared first on Time+Tide Watches.

VIDEO: Relive the 80s with the Swatch BIOCERAMIC 1984 Reloaded Collection Time+Tide
Swatch Oct 25, 2021

VIDEO: Relive the 80s with the Swatch BIOCERAMIC 1984 Reloaded Collection

The year 1984 was full of cultural impact. Fortunately for all of us, it was by no means what George Orwell predicted in his classic dystopian novel – in fact it was actually full of bright standout moments. Musically it was the year of Prince’s Purple Rain and Madonna’s Like a Virgin and in the … ContinuedThe post VIDEO: Relive the 80s with the Swatch BIOCERAMIC 1984 Reloaded Collection appeared first on Time+Tide Watches.

Swatch Unveils the Halloween Capsule Collection SJX Watches
Swatch Oct 25, 2021

Swatch Unveils the Halloween Capsule Collection

Thematic capsule collections are a Swatch favourite, with recent launches including watches dedicated to the latest James Bond film and NASA. With hyper-efficient, automated manufacturing and simply constructed watches, Swatch is able to keep current with its thematic collections. And now with Halloween around the corner, Swatch has just taken the covers off the line up dedicated to the ghoulish celebration – the Halloween Capsule Collection, made up of a pair of watches that are glow-in-the-dark and appear entirely different from day to night. Your Time is Coming (left), and Run But You Can’t Hide Initial thoughts Glow-in-the-dark watches are cool because they light up in the dark. Swatch takes the concept and goes big with the Halloween pair – the watches are a bold 47 mm in diameter and matched with straps that are entirely “lumed”. The Halloween pair also stand out for the contrast between their day and night looks, a characteristic that makes them all the more striking and attractive. During the day, the dials are surprisingly low-key, with the faces barely visible. The faces on the dials only reveal themselves at night And both watches are clearly all about design. The dials are both smartly streamlined, with as few time-telling elements as possible – there are neither hours markers nor a date, or even a seconds hand Even the hands are thin and skeletonised. The hands do the job, but are not quite as inventive as the floating, “ghost” hands found i...

Cheap Bastard: The Swatch Bioceramic C-White is an oversized bargain that’s eco-friendly, too Time+Tide
Swatch Jun 21, 2021

Cheap Bastard: The Swatch Bioceramic C-White is an oversized bargain that’s eco-friendly, too

If you’ve already turned your horological nose up at the S word in the headline above, please remind yourself of the title of this column. T&T; teems with timepieces that will set back four, five and even six figures – if that’s you, congrats on the start-up/inheritance/proceeds of crime. If, however, you feel like adding … ContinuedThe post Cheap Bastard: The Swatch Bioceramic C-White is an oversized bargain that’s eco-friendly, too appeared first on Time+Tide Watches.

INTRODUCING: The Swatch Big Bold Bioceramic is an eco-friendly summer watch Time+Tide
Hublot or Rado’s latest twist Jun 16, 2021

INTRODUCING: The Swatch Big Bold Bioceramic is an eco-friendly summer watch

I do love the idea of a ceramic watch in bold colours like the flashy drama of Hublot or Rado’s latest twist on the Captain Cook. But I’m still waiting for the first budget version of this cool material to try on for size. The new Swatch Big Bold Bioceramic series might present the Swiss … ContinuedThe post INTRODUCING: The Swatch Big Bold Bioceramic is an eco-friendly summer watch appeared first on Time+Tide Watches.

Swatch Introduces the NASA Space Collection SJX Watches
Breguet Jun 2, 2021

Swatch Introduces the NASA Space Collection

Shortly after launching the Earth-friendly Big Bold Bioceramic made of plant-based plastic, Swatch is venturing off the planet and towards the stars with the Space Collection. A line of five watches conceived in collaboration with American space agency NASA, the Space Collection is inspired by NASA’s colours and spacesuits. It is made up of a trio of extra-large Big Bold watches with Bioceramic cases, along with a pair of more classical Gent models in regular plastic. Old school Swatch: Space Race (left) and Take Me to the Moon. Initial thoughts I’m a big fan of Swatch and own several, including the MoMA “Starry Night” launched last month. The brand is often neglected by enthusiasts because of its fun and low-cost watches, despite Swatch having played a pivotal role in keeping Swiss watchmaking going during the Quartz Crisis. In fact, Swatch was crucial enough that its parent company renamed itself Swatch Group, despite owning brands like Omega and Breguet. It comes as no surprise that I like the new Space Collection, especially the Big Bold models. The Space Collection represents Swatch doing what it does best – offering fun, interesting timepieces at an accessible price point. In fact, the Space Collection models are likely the most affordable NASA-endorsed watches on the market. To put things in perspective, even the top-of-the-line Big Bold Chrono is cheaper than Omega’s NASA velcro straps. Starting at US$125 for the time-only version – the line up in...

Swatch Goes Green with Big Bold in Plant-Based Plastic Composite SJX Watches
Swatch May 11, 2021

Swatch Goes Green with Big Bold in Plant-Based Plastic Composite

Having introduced the oversized Big Bold in bright, funky iterations such as the Jelly Fish Neon, Swatch is now going minimalist – and green – with the Big Bold Bioceramic. Clad in solid, pastel colours, the Big Bold Bioceramic is clean and coherent. Though simple, it manages to be interesting in both style and materials. The open-worked dial reveals some of its mechanics, while the case is composite of ceramic and plastic made from plant matter. Initial thoughts For those who appreciate the bold presence of large watches like the Royal Oak Offshore, the Big Bold is a lot of fun at a far more accessible price. So when the Big Bold was launched a few years ago, I very much liked the idea of a 47 mm plastic watch. But I found the earlier iterations to be at either extreme – too funky or too plain. The latest version, however, lands in the sweet spot for me. Vibrant in colour – especially in “power pink” or sky blue – but pared back in design, the new Big Bold also has an open-worked movement that’s intriguing despite being quartz. And the new “bio-sourced” material also adds to the appeal, as does the fact that it only costs a bit over US$100. The Big Bold is ergonomic, despite the seemingly massive diameter. With almost non-existent lugs, its lug-to-lug span is a mere 44.8 mm, a length more commonly found on watches with a diameter of around 36 mm. Despite the wide case, it wears well on most wrists, without a significant overhang on either side of the w...

Swatch celebrates Aboriginal culture with Nations of Australia Watch Time+Tide
Swatch Apr 21, 2021

Swatch celebrates Aboriginal culture with Nations of Australia Watch

There are approximately 500 different First Nations Peoples in Australia, each with its own rich history, language, customs and artistic tradition. This is a mind-boggling fact little known or appreciated outside of Australia. Indeed, the cultural heritage of Australia’s Aboriginal and Torres Strait Islander Peoples is one of the oldest in the world, stretching unbroken … ContinuedThe post Swatch celebrates Aboriginal culture with Nations of Australia Watch appeared first on Time+Tide Watches.

Fight, fight, fight: Why Apple and Swatch hate each other so much Time+Tide
Swatch Apr 17, 2021

Fight, fight, fight: Why Apple and Swatch hate each other so much

Sometimes a professional rivalry gets personal. Grievances build up, eyes narrow and suddenly it all explodes into a fireball of drama and animosity. Something like that is now raging between Apple and Swatch in a long-running feud that, from the outside at least, seems petty, vindictive and wildly entertaining.   The two companies just keep … ContinuedThe post Fight, fight, fight: Why Apple and Swatch hate each other so much appeared first on Time+Tide Watches.

Swatch and MoMa Debut Special Edition Collection SJX Watches
Swatch Feb 23, 2021

Swatch and MoMa Debut Special Edition Collection

Translating works of art into eminently affordable and wearable timepieces has long been a Swatch speciality, since the brand’s founding in fact. More recently, Swatch worked with the Keith Haring Foundation on a Mickey Mouse-themed collection. And its latest venture is a tie up with the Museum of Modern Art (MoMA). Swatch X MoMA is a collection of nine watches, each featuring paintings from the collection of the New York institution. Six watches will be available globally, either singly or as a limited-edition set, with the balance being customisable via the Swatch X You platform. The carefully curated selection of artwork spans the 20th century – save for Van Gogh’s The Starry Night of 1889 – creating a line up of watches that are each vastly distinct in style, and also in size, making each model unique. From left: The Dream; The Starry Night; The City and Design, The Wonders of Life on Earth, Isamu Kurita; New York; Composition in Oval with Color Planes 1; and Hope, II Initial thoughts Swatch x MoMa was launched virtually by a team drawn from both the watchmaker and museum – their passion and knowledge as they related the stories behind the project amazed me. Despite being extremely affordable watches, it is clear that a tremendous amount of passion and collaboration went into the development of the watches. And the result is rightly compelling. The entire watch, and not merely the dial, is the canvas, creating a flow of colour from end to end. But the pa...

The new Swatch x MoMA releases offer fresh proof that watches can be a work of art Time+Tide
Patek Philippe World Time or Feb 19, 2021

The new Swatch x MoMA releases offer fresh proof that watches can be a work of art

When you think of art in watchmaking, your mind probably turns to the painstaking creation of a cloisonné enamel dial for a Patek Philippe World Time, or the engraving of an A.Lange & Söhne balance cock. But art in watchmaking suddenly got a whole lot more accessible thanks to the Swatch x MoMA collection that … ContinuedThe post The new Swatch x MoMA releases offer fresh proof that watches can be a work of art appeared first on Time+Tide Watches.

Ox-fresh: Celebrate Chinese New Year with wristworn art from Blancpain to Swatch Time+Tide
Blancpain Jan 30, 2021

Ox-fresh: Celebrate Chinese New Year with wristworn art from Blancpain to Swatch

The Swiss maisons are at it again, bringing their entire arsenal of craftsmanship to celebrate the Chinese New Year. As we all know, the Chinese market is huge and a great reason for watch brands to bring out the big guns. By big guns, however, we really mean the opposite here, as tiny instruments and … ContinuedThe post Ox-fresh: Celebrate Chinese New Year with wristworn art from Blancpain to Swatch appeared first on Time+Tide Watches.