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About Swatch

Swatch (stylized as 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 Japanese-made digital watches were competing against traditional European-made mechanical watches. The name Swatch is a contraction of "second watch", as the watches were intended as casual, disposable accessories. Swatch began development in the early 1980s, under the leadership of the then ETA SA's CEO, Ernst Thomke with a small team of watch engineers led by Elmar Mock and Jacques Müller. Conceived as a standard timekeeper in plastic, Franz Sprecher, a marketing consultant hired by Thomke to give the project an outsider's consideration, sought to create a fashionable line of watches. Swatch was originally intended to re-capture entry-level market share lost by Swiss manufacturers of mechanical watches.

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