By Lisa
Forced by the aggressive growth of Japanese companies in the 1960s and 1970s, Swatch launched a REVOLUTION IN PRODUCT DESIGN as an answer to the crisis. The Swatch management simplified the watches for manufacturing efficiency by reducing the number of components from 91 or more to 51, without losing accuracy and emphasized the emotional design to set them apart from the ordinary digital watches commoditizing the market. The first collection of twelve new slim plastic Swatch models was introduced on March 1, 1983 in Zürich, Switzerland. Since this time, it has gone on to become the MOST SUCCESSFUL WRISTWATCH OF ALL TIMES.
Forced by the aggressive growth of Japanese companies in the 1960s and 1970s, Swatch launched a REVOLUTION IN PRODUCT DESIGN as an answer to the crisis. The Swatch management simplified the watches for manufacturing efficiency by reducing the number of components from 91 or more to 51, without losing accuracy and emphasized the emotional design to set them apart from the ordinary digital watches commoditizing the market. The first collection of twelve new slim plastic Swatch models was introduced on March 1, 1983 in Zürich, Switzerland. Since this time, it has gone on to become the MOST SUCCESSFUL WRISTWATCH OF ALL TIMES.
Alongside the original cult plastic watches, Swatch has diversified its offerings considerably, and the company now sells more than a dozen different types of watches. Scratch-resistant glass, waterproof, trendy designs and colors are all that makes swatch watches in a league of its own. Four major product line families can be identified under the swatch brand:
SWATCH ORIGINALS
The plastic watch, available in various, sizes, shapes, colors and designs
SWATCH IRONY
A diverse collection of metal cased watches for sophisticated casual but classy look
SWATCH SKIN
Divided in sub-families the original Skin and Skin Chronograph. The swatch skin entered the Guiness World Book of Records as the world's thinnest plastic watch. The Swatch Chronograph is the same type of watch but with a chronograph function. It has two additional buttons on the side of the watch
SWATCH BEAT
The digital line featuring the Internet Time (eliminating time zones)
In addition, Swatch offers sports collection such as SNOWPASS (a watch with a built-in access control function which can be used as a ski pass) and high-tech series like PAPARAZZI (download news from the Internet). Moreover, special models such as the FLIK-FLACK for children led to the brand popularity today. Describing all Swatch collection of the past and the present goes beyond imagination, especially considering the great amount of ARTIST SPECIALS AND COLLABORATIONS which make Swatch even more unique and thriving. Swatch watches are fashion accessories first and timepieces second, a reason to own more than one.
Sources
Lindwell, W.,& Manacsa, G., 2009. Deconstructing Product Design: Exploring the Form, Function, Usability, Sustainability and Commercial Success of 100 amazing products, P.96
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