Swatch is a Swiss watchmaker founded in 1983 by Ernst Thomke, Elmar Mock, and Jacques Müller. It is a subsidiary of The Swatch Group.

The Swatch product line was developed as a response to the “quartz crisis” of the 1970s and 1980s, in which inexpensive, battery-powered, quartz-regulated watches were competing against more established European watchmakers, focused on artisanal craftsmanship producing mostly mechanical watches.

The brand name of Swatch is:

“A contraction of “second watch”, as the watches were intended as casual, disposable accessories.”

In 1985, Lebanese entrepreneur Nicolas G. Hayek, together with a group of Swiss investors, took over a majority shareholding of Swatch. Later he changed company’s name to Swatch Group.

The brand is described as:

“Colorful, happy, loud, shrill and forever re-interpreted in different ways. Swiss Made and, thanks to industrial production and only 51 parts, available at a democratic price.

On average, a new Swatch design is created once every one-and-a-half days, keeping time as part of a Spring-Summer, Fall-Winter or as a Special Collection.

Known for revolutionary concepts, creative models and the pleasure it takes in provocation, Swatch loves to keep on surprising its audience. Swatch watches are a popular canvas for artists working in a great range of styles, and arguably the world’s largest art gallery on the wrist.”

Since 1983, hundreds of millions have been sold. The Swatch Art Peace Hotel in Shanghai offers (artistic) freedom for artists-in-residence from all over the world.

With its commitment to niche sports and the Swatch Proteam, the watchmaker has paved the way to popularity for disciplines like Freestyle Skiing, BMX and Drone Racing. Swatch Club numbers several hundred thousand members.