An industrial and creative revolution launches in 1983 as Swatch hits stores with the energy of all-time-changing ideas and quickly becomes a global phenomenon. 

Swatch watches instantly redefine the watchmaking world with their vibrant colors, provocative designs and novelty approach, establishing a reputation as the enfant terrible of the industry through the brand’s bold and unconventional style. 

Swatch enters its second decade with the development of new and reimagined shapes, confirming the trendsetting status that it has acquired since its inception. 

During this time, some of the brand’s most iconic collaborations take place. Swatch is also present at world-renowned events like the Olympics Games in Atlanta and the 50th anniversary of the United Nations. 

Swatch is known for constantly finding new ways to express its creativity, in terms of colors, patterns, shapes of collaborations. From the most daring and extravagant ideas to the purest and minimalistic design, the brand explores it all during its third decade. 

With innovation at heart, Swatch celebrates its 30th anniversary with a mechanical revolution : SISTEM51

Time seems to have no effect on the capacity of Swatch to reinvent itself while staying true to its core values: positive provocation, joy of life, creativity and innovation. They come to life through the personalization concept of Swatch X You and the contactless payment solution SwatchPAY!

Swatch also engages in exciting and unexpected collaborations with sister brands OMEGA and Blancpain, resulting in the highly coveted watches in the Bioceramic MoonSwatch and the Bioceramic Scuba Fifty Fathoms Collections.