Swatch Watches in The 80s

Swatch Watches in The 80s

Swatch was originally intended to re-capture entry-level market share lost by Swiss manufacturers during the quartz crisis and the subsequent growth of Japanese companies such as Seiko and Citizen in the 1960s and 1970s, and to re-popularize analog watches at a time when digital watches had achieved wide popularity.

The first collection of Swatch watches consisted of just 12 different designs and was released in 1983. The watches became an overnight 80s fashion fad and gained popularity quickly.


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