This meant that other than the battery, it was not made to be repairable, but rather a disposable piece of plastic once it stopped working. It was deliberately constructed with lightweight plastic quartz and made up of 60 neat and tidy components within a closed system. So Swiss designers Elmar Mock, Ernst Thomke and Jacques Müller came up with a more slender, mass-producible design of a wrist watch that could be made by machines instead of handcrafted. Elmar Mock (left) and Jacques Müller (right) History of the Swatchĭuring the late 70s and early 80s, the trendsetters were getting tired of the traditional bulky leather and metal watches. Right alongside the Piagets, Patek Philippes, and Audemars Piguets, was the new, fashionable Swatch Watch. While it doesn’t quite reach the quality of the European watch, it was marketed as a low-cost quality watch as the majority were sold in jewelry stores. It’s also considered to be the Nokia of watches, durable for with rugged lifestyles. Each watch is made from strong plastic, is both water- and shock-resistant and has a battery that last three years instead of one. While the luxury European watches topped $8,000 (and that was during the 80s), the Swatch Watch sold for anywhere between $20 and $37.50, depending on where it was bought. This combined with an aggressive marketing campaign was what ultimately created the Swatch craze of the 80s. It was also cheaper compared to the traditional European watch and yet bold, created to draw attention. The Swatch Watch was popular due to its colorful and vibrant analog quartz marvel, perfectly matched with the crazy colors and loud designs of the 80s. But despite the minimalist construction, it has withstood the test of time and even inspires modern designs today. The Swatch is short for second watch and is simple in design, made of plastic and quartz. They may not have been big, but they made a big statement, especially when consumers wore more than one. Watches were no different, especially the Swatch. When you think of the 80s, what did everything have in common? Big and colorful right? Everything from clothes to home decorations was big and colorful.
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