The Meaning Behind "Un-Swatch-Like" Limited Editions

"We make it a point to release limited models like the 'Diaphan One' regularly. It's purely to challenge ourselves. Our watches target a diverse range of people, from various ethnicities to even the Queen of Spain. We aim to offer something accessible to everyone, with a focus on fashion and an affordable price point. By releasing this limited, and for Swatch, high-priced watch, we demonstrate our capability to produce both classic models and exclusive, expensive timepieces—this is our primary objective: to challenge ourselves and generate buzz. Why does Swatch release such watches?"

Indeed, many of Swatch's limited editions, including this Diaphan One, break the conventional image of Swatch as being easily accessible. Maeger explains that this "very un-Swatch-like" aspect is the key to attracting attention.

"By releasing watches that are un-Swatch-like, customers are drawn into our stores. However, we shouldn't release too many high-priced limited editions. We are not a brand that offers high-end pricing, after all. We must avoid creating that impression. Swatch watches are not meant for telling time; they are like fashion accessories, meant to be collected and worn with different outfits."



The "Diaphan One" is designed to correct for positional variations. The upper part of the movement, including the escapement, completes a full rotation in 30 minutes. A new model was released in limited quantities last December. True to its name "Diaphan," meaning "transparent" in Greek, it features a beautiful skeleton dial. Two models are available: "Turn 2 Her" (limited to 50 pieces worldwide / 2 pieces in Japan / ¥1,470,000) with a pink gold bezel and 1.5 carats of diamonds, and "Turn 2 Him" (limited to 130 pieces worldwide / 5 pieces in Japan / ¥997,500) with white gold.
Both are hand-wound, featuring pink or white gold, plastic, and alligator straps.

Beyond Quantity: Appeal Based on Themes

Accessibility and the joy of choosing from a wide variety of products—this is the essence of Swatch. However, Maeger emphasizes that this variety also requires careful curation.
"With such a wide variety, we should focus on designs that are aesthetically pleasing. The emphasis should be on clear presentation, not just on the number of items. Previously, our product lineup was structured around numerous product lines, but since 2004, we've shifted our approach to focus on themes based on fashion. Narrowing down the themes ultimately leads to a stronger appeal. Our design studio in Milan generates many ideas, but we carefully select from a considerable number. When product appeal is strong, it leads to success—and this is clearly reflected in the actual sales figures."

Returning to the Roots: The Plastic Theme

This year, Swatch plans to strengthen its focus on plastic models, which formed the brand's foundation.
"We had paused the release of new plastic models for the past two years, but as last year marked our 25th anniversary, we want to introduce products that return to our roots. Among us, plastic watches are considered "originals" and hold a special significance. While there are many competitors in the fashion brand space, we have no intention of merely chasing fleeting trends. By returning to our original manufacturing philosophy, we hope to reintroduce the Swatch brand to people."