The collection features 10 colors: 'Black,' as deep as the night sky; 'White,' simple and elegant; 'Red,' dynamic and passionate; 'Burgundy (Wine),' stylish and gorgeous; 'Petrol,' a beautiful green evoking the image of the sun setting into the sea; 'Blue,' with a luminous dial; 'Olive,' for a modern style; 'Brown,' with playful pink accents; 'Warm,' a casual yet elegant gray-based tone; and 'Purple,' based on the runway trend color.


BRAND HISTORY

The Swiss watch industry faced its greatest crisis, the 'Quartz Shock,' due to the impact of the quartz wristwatch released in 1969, which severely affected long-established watchmakers who had traditionally produced mechanical timepieces.

Amidst this turmoil, in 1983, a wristwatch with a revolutionary concept emerged, breathing new life into the declining Swiss watch industry. It was a watch for the new age, featuring a quartz movement housed in a plastic case, a departure from tradition. At the time, Nicolas G. Hayek (current Chairman of Swatch Group), who led the charge, named the brand 'Swatch' to emphasize its pure Swiss heritage while overturning existing concepts.

Not only was the material reconsidered, but a new structure was developed where the case also served as the base plate for the movement (a feature unique to the 'Originals' line). By reducing the number of components, significant cost savings were achieved. This combination of high practicality and low price quickly took the world by storm.

However, the novelty of the materials and structure were merely behind-the-scenes development stories. The true appeal of Swatch lies in its dizzying array of design variations, unbound by form or color. The brand steadily increased its item count with 'POP Swatch' in 1986, 'Chrono' in 1990, and 'Automatic' in 1991, surpassing a total production of 100 million units in the same year. Under the keywords 'High Design,' 'High Quality,' and 'Reasonable Price,' it grew into a global brand.

Subsequently, it continued to produce unique collections, such as the world's thinnest plastic watch, 'Skin,' and 'Swatch Beat,' which introduced the new concept of 'Internet Time.' In the 1990s, its popularity soared to the point of commanding premiums, creating numerous collectors worldwide. Furthermore, it established the 'Swatch Group,' centered around the Swatch brand, and has now grown into a major force shaping the watch industry.

Each season, new designs reflecting the latest fashion trends are released. The 2007 season's new collections were developed around the following five themes:

● Spirit of the Night
A collection for powerful women who inspire hope.
● Sweet & Fantasy
Expressing the world of a delicate, refined, and cute young girl.
● Swatch talk
Embodying the Swatch worldview through abstract designs and pop colors.
● Sense of Nature
A unisex collection conveying the beauty of nature.
● Xceleration
An exciting and challenging collection that is a must-have for sports fans.

Founding Year: 1983
Place of Founding: Biel, Switzerland
Main Series Names: Originals, Skin, Irony, Fun Scuba, Fun Border
Contact: Swatch Group Japan Swatch Line 03-3980-4007
Official Website: http://www.swatch.jp/