Swatch

Swatch is a Swiss watch brand launched in 1983 and a subsidiary of the Swatch Group. It was developed at ETA under CEO Ernst Thomke, with engineers Elmar Mock and Jacques Müller, as a response to the quartz crisis, when inexpensive Japanese quartz watches were taking market share from Swiss makers. The name is a contraction of "second watch," and the concept was "low-cost, high-tech, artistic and emotional" watches sold as casual accessories.

The core product is the plastic-cased quartz watch, sold in its Originals line. In 2013 Swatch introduced Sistem51, described as the first mechanical movement with fully automated assembly. In March 2022 it released the MoonSwatch, a collaboration with sister brand Omega that reinterprets the Speedmaster Professional in colors themed after the Sun, Moon and planets.