![]() ![]() Going back just a bit further, SSIH was born in the 1930 merger of Omega and Tissot. If you recall from the intro, ASUAG and SSIH were the two initial Swatch Group watch brands, forming the makings of the company we know today. Nowadays, new Swatches are still relatively cheap, with many varieties under $100 and some around $50, but if you happen to get your hands on the right vintage collector’s item, your timepiece could easily be worth well over $1,000 or perhaps even $10,000. The brand partnered with artists and designers to create new looks, so there was always something fresh coming out. Sold for about $20, the first round of Swatches were fashionable and trendy, though were so cheap the owner could afford to throw them away at the end of a season and purchase a newer version. Then-CEO Nicolas Hayek found a way to create wristwatches less expensively and with fewer parts in order to capture a better share of the market. The original Swatches were crafted to compete with timepieces coming out of Japan in the 1980s. It would be easy fill several pages with details on each, but instead, we’ll focus on a few of the most well-known brands which are part of the group. Swatch Group Watch Brands (In-House)Īt present, the company has 16 production companies and 18 different watchmaker subsidiaries under its umbrella. Many brands have ETA remove their branding as well, instead stamping components with their own trade name. If it is discussed, it’s generally mentioned that they have custom-made movements from ETA. That being said, you won’t hear big companies like Tudor (Rolex) announcing they’re using pre-made movements from Swatch. Moreover, the company, because of it’s monopoly-like stronghold on mechanical movements, is legally obligated to produce and sell to its competitors. It makes the movements used by TAG Heuer, Breitling, Tudor, and countless others. Swatch Group watch brands grew rapidly during the late 70s and 80s because of this, but what’s important to note is that ETA, though not a watchmaker, is responsible for almost all Swiss timepieces. For example, the founder of ASUAG was Ebauches S.A., which later became known as ETA, and ETA had dozens of watchmakers beneath it too, which Swatch grabbed up all at once. However, it also began purchasing other companies silently in the background. Its name, a contraction of “second watch,” references a time when the company wanted to be positioned as casual and disposable. While most of Switzerland resisted the change and stayed with their mechanical pieces, and struggled to maintain ground as a result, Swatch attempted to pivot. Many people and brands turned their backs on mechanical timepieces, choosing to go with less expensive digital timepieces. This was more or less born out of necessity when quartz watches disrupted watchmaking altogether. Swatch Movements are Used by Most BrandsĬhances are, you became familiar with Swatch when it initially marketed itself as cheap brand. As a result of this, the company now has a hand in producing countless luxury timepieces and has an impressive portfolio of its own subsidiaries too. The company, which was formed in 1983 as a merger between Swiss firms ASUAG and SSIH, has turned procuring high-end watchmakers and jewelers into an artform. Both, emotionally or poetry and high-tech are part of what we feel towards our customers.īreguet, Blancpain, Glashütte Original, Jaquet Droz, Léon Hatot, Omega, Longines, Rado, Glashütte Original, Tissot, Calvin Klein watches, Balmain, Certina, Mido, Hamilton, Swatch and Flik Flak.With more than $7 billion in annual sales, Swatch Group watch brands have earned themselves the titles of seventh-largest company and fourth-largest watchmaker on Deloitte’s ranking of top-grossing luxury product producers. We produce beauty, sensuality, emotionally in watches- and we also produce high-tech on your wrists. ![]() ![]() The Swatch Group has a very special emotional culture. It is also a leader in the field of sports event timing. Swatch Group is a key player in the manufacture and sale of electronic systems used in watchmaking and other industries. Its production companies supply movements and components to third-party watchmakers in Switzerland and around the world. in Biel (Switzerland) is today the largest manufacture of finished watches in the world. Originally known as SMH, it was created out of the merger of two Swiss watch companies. It is the world’s largest watchmaking group, and supplies nearly all the components required for the watches sold by its eighteen individual brands and the multi-brand retail companies Tourbillon and Hour Passion. a diversified multinational holding company active in the manufacture and sale of finished watches, jewelry, watch movements and components. ![]()
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