Swatch has unveiled its 30th anniversary watch named Swatch Est. 1983. This newcomer is a see-through version of its New Gent model with a skeletonized case and gold details.
The very first Swatch was launched in March 1983. For the past 30 years almost everyone has been affected in some way by the Swatchmania.
The main advantages of the Swatch watches are their affordability, simplicity and modernity. The original model was produced in ultra limited edition of 12 pieces, each crafted from only 51 parts and retailed for less than 50 Swiss francs.
Last three decades in Swatch were marked by innovative collaborations with artists and fashion designers.
The jubilee timepiece (the referent number is SUOZ161) boasts a transparent plastic case and strap and a skeleton dial offering a clear view of the movement. Its key components are highlighted in gold and the word CELEBRATE is printed on the movement’s main cog, in black. All these amazing years from 1983 to 2013, are printed in gold around the outside of the dial. Its case measures 41mm in diameter and 9.85mm in thickness. It is constructed to resist water pressure up to 30 meters (approximately 100 feet).
To mark this anniversary, an Italian artist, Lorenzi Petrantoni, has also created a special edition artwork for Swatch. He has taken a giant leap of imagination back to 1983 and created a special poster which recalls a world filled with mind-bending events, a world where Swatch launches its first plastic watch, when rock stars Kiss performs for the first time live without make-up, when Michael Jackon’s Thriller album is sold at 50 million copies, when space Shuttle Challenger makes its first flight, when Star Wars: Return of the Jedi is screened in cinemas worldwide, and finally, when Swatch makes one million watches in a single year.
Thirty years after the first Swatch was made, the situation in the range of low-end watches has significantly changed. Switzerland has lost the low-end battle and today subsists completely from high-end timepieces. Only Swatch with sales of over 10 million watches per year stands out.
Just for comparison – of the billion watches produced annually worldwide, Switzerland produces just 30 million (3%). Interestingly, that 3% represents almost 55% of the value of global watchmaking.
The Swatch Group remains the largest watch manufacturer in the world with 160 factories in total and 17% of global sales by value.