Swatch redefined the Swiss watch industry when it emerged in the 1980s, shifting the perception of timepieces as expensive, lifelong investments to affordable, stylish, and collectible accessories. It resulted from the merger of two Swiss watchmakers, SUAG and SSIH, who were struggling to compete with the inexpensive digital watches coming out of Japan. Whereas traditional Swiss watches were handmade in metal and comprised as many as 150 parts, Swatches were made of plastic and only fifty-one parts using automated assembly. The debut line consisted of watches in twelve colors, including the transparent GK 100 Jellyfish and black-and-white GB100 designs.
Pirouette: Turning Points in Design, January 26, 2025–November 15, 2025
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