There is a pivotal time in the watchmaking industry known as the “quartz crisis.” After Seiko released the first quartz movement watch in late 1969 a revolution in watchmaking took place. Many of the world’s watch making companies embraced the new technology which is more accurate and easier to mass produce. Switzerland was late to innovate and adopt the new technology and many famous Swiss watch producers became insolvent during the 1970s.
Several Swiss watch manufacturers banded together in an effort to save their industry. They began producing a product called the Swatch. Swatch was a plastic cased, quartz movement watch that was easy to mass produce, inexpensive, yet highly profitable. Eventually, the group of manufacturers was renamed The Swatch Group and acquired other Swiss watch brands. Many now famous watchmakers are still members of the Swatch Group.
Somewhere in the mid 1980s, during that turbulent time for the watchmaking business, I became aware of the Swatch trend, as many of my 20-something friends did. Though there were many colorful and playful designs available, I went for a simple minimalist design, eventually known as the Soto. The printed dial feature a series of gray concentric circles on a black background, whose line thickness varied from wider near the 3 and 9 o’clock side positions to much thinner near the 12 and 6 o’clock, top and bottom, positions. It’s a striking design that almost seems to move. Many report first impressions that it looks as if the lines are a turning spiral.
I didn’t feel the need to own more, though many friends bought collections. But I wore mine almost daily. Inexpensive as it was, the reliable quartz movement remains accurate to seconds per month. Despite the sealed plastic case, there is a battery cover that can be opened with the edge of a coin. I replace the battery a few times over the years but eventually the plastic strap began to get sticky. Whatever seemed to coat the strap could not be easily removed. Eventually, I discarded the strap and put the watch in a drawer.
I tried to find replacement straps several times, including a stop at a Swatch store in the San Francisco Airport while waiting on a flight delay. Though the salesperson attested the strap would fit any Swatch, alas, the one I bought did not. Over time, Swatch began producing models in more sizes and the strap I got was too large. Of course, those were pre-Internet days and though many retailers sold the watches, only Swatch sold straps and Swatch stores were rare.
Not long ago I found the watch. Of course, today many online vendors offer Swatches and bands. I ordered a band, replaced the battery again, and it runs and wears as it always did. By modern standards, this Swatch is almost tiny. Watch sizes have grown in the last decade or so, with the fashion favoring cases that are 40 mm wide or more. These original Swatches were 34 mm. They still produce this size under the Gent style. The New Gent style are typically 41 mm wide. Fortunately smaller watches are beginning to trend again and this old one still looks fine.
Several Swiss watch manufacturers banded together in an effort to save their industry. They began producing a product called the Swatch. Swatch was a plastic cased, quartz movement watch that was easy to mass produce, inexpensive, yet highly profitable. Eventually, the group of manufacturers was renamed The Swatch Group and acquired other Swiss watch brands. Many now famous watchmakers are still members of the Swatch Group.
Somewhere in the mid 1980s, during that turbulent time for the watchmaking business, I became aware of the Swatch trend, as many of my 20-something friends did. Though there were many colorful and playful designs available, I went for a simple minimalist design, eventually known as the Soto. The printed dial feature a series of gray concentric circles on a black background, whose line thickness varied from wider near the 3 and 9 o’clock side positions to much thinner near the 12 and 6 o’clock, top and bottom, positions. It’s a striking design that almost seems to move. Many report first impressions that it looks as if the lines are a turning spiral.
I didn’t feel the need to own more, though many friends bought collections. But I wore mine almost daily. Inexpensive as it was, the reliable quartz movement remains accurate to seconds per month. Despite the sealed plastic case, there is a battery cover that can be opened with the edge of a coin. I replace the battery a few times over the years but eventually the plastic strap began to get sticky. Whatever seemed to coat the strap could not be easily removed. Eventually, I discarded the strap and put the watch in a drawer.
I tried to find replacement straps several times, including a stop at a Swatch store in the San Francisco Airport while waiting on a flight delay. Though the salesperson attested the strap would fit any Swatch, alas, the one I bought did not. Over time, Swatch began producing models in more sizes and the strap I got was too large. Of course, those were pre-Internet days and though many retailers sold the watches, only Swatch sold straps and Swatch stores were rare.
Not long ago I found the watch. Of course, today many online vendors offer Swatches and bands. I ordered a band, replaced the battery again, and it runs and wears as it always did. By modern standards, this Swatch is almost tiny. Watch sizes have grown in the last decade or so, with the fashion favoring cases that are 40 mm wide or more. These original Swatches were 34 mm. They still produce this size under the Gent style. The New Gent style are typically 41 mm wide. Fortunately smaller watches are beginning to trend again and this old one still looks fine.