Swatch launched in 1983. On its official site, the brand states that its first quartz models from 1983 were made of 51 components, and a Swatch press page says the brand’s history runs from its launch in 1983 through its 40th year of operation in 2023.
The site documents several recurring milestones and technical points. Swatch describes SISTEM51 as its signature mechanical movement and says it was the first, and remains the only, mechanical movement whose production is entirely automated. The brand also states that SISTEM51 uses 51 parts, is laser-adjusted during production, and has a 90-hour power reserve. A Swatch press page also identifies the first Swatch Art Special, SISTEM51, and BIOCERAMIC WHAT IF? among the brand’s documented milestones.
Collections on the official site have included Originals, Skin, Irony, Digital, Gent, New Gent, Lady, Diaphane, Scuba, and SISTEM51 Irony. The collections page describes Skin as the thinnest Swatch watch collection at 3.9 mm, and says Originals began with the Swatch Gent.
Swatch’s legal notice lists Swatch Retail SA at Rue Nicolas G. Hayek 1, 2502 Biel/Bienne, Switzerland. The official site also gives a Switzerland contact email and phone number, and its press contact is listed separately as [email protected].
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