Swatch was the brainchild of Elmar Mock and Jacques Müller in an attempt to make the thinnest wristwatch in the world. 1983" model, which features a skeletonized see-thru case with gold years instead of hours.In honor of the passing of Nicolas Hayek, CEO of the Swatch Group, we decided to wax a little nostalgic about his most breathtaking – and lucrative – product: the Swatch watch. Swatch celebrates its 30th anniversary (1983-2013) with a special release: "Est. If Elmar Mock and Jacques Müller represent the inventors of Swatch, Marlyse Schmid and Bernhard Müller gave it an identity.
Marlyse Schmid (La Forclaz, 1946) and Bernard Müller (Reconvilier, 1953), the designers who developed the Swatch iconic design. Swatch watches, German advertising ("Penthouse", December 1983)Įlmar Mock (La Chaux-de-Fonds, 1954) and Jacques Müller (Porrentruy, 1947), the engineers who created the Swatch watch under the direction of Ernst Thomke, then CEO of ETA SA Manufacture Horlogère Suisse. Swatch watches, advertising ("New York Times Magazine", December 4, 1983) This was the first "Special Model" introduced by Swatch. Designed by Marlyse Schmid, the first transparent watch was launched in a limited edition of 200 pieces. Swatch watches, "The Original Jelly Fish" (ref.
#Pop swatch series
Swatch watches, first series released in USA (25 models - in the advertisement GB012 model is not shown - March 1983) Swatch watches, first official series (12 models, debut in Zurich, Switzerland, March 1, 1983) Swatch watches, advertising ("Texas Monthly", December 1982) The introduction to the market was a flop but soon these watches, handled as Fashion accessories, with new collections, fancy colors, crazy dial, and strap designs became a huge bestseller. 10,000 handmade pieces were product and distributed in Dallas, Texas. Swatch watches, first model launched to test market in USA (October 1982). Swatch watches, early prototypes (1981/82) Swatch watches, logo study (bottom right the final version - by Marlyse Schmid and Bernard Müller, 1981/82)
Swatch watches, sketch of an early prototype named "Vulgaris" (by Elmar Mock and Jacques Müller, March 27, 1980) The overall result was a youthful watch which combined the highest Swiss quality with a new, trail-blazing attitude: Swatch. Even the Swatch logo, which is one of the easiest recognizable logos, has been created by them. Working in sinergy with the engineers, designers Marlyse Schmid and Bernard Müller represented the creative heart of the team: they designed the final version of the casing - the shape and the two additional bridges for stabilizing the mount of the strap, which is one of the main characteristics of Swatch watches they have designed almost all dials from 1981 prototypes up to 1986 market models, integrating in a very intelligent way the fluctuations in style and changes in color preferences through the years. Ernst Thomke started with a one-piece case made of plastic, the bottom of which also served as the bottom plate for the movement they also have managed to decrease the number of assembled parts from about 100 (as done by Japanese competitors) to a mere 51 - operation known as "Revolution 51" -, hence further reducing the manufacturing costs. ETA SA engineers Elmar Mock and Jacques Müller, under the direction of the then ETA SA's CEO Dr. A small team of visionaries, working in secret, got a solution. A radical approach was needed, and the drive to simplify was soon complemented by a search for innovative materials and methods that would allow the production of an entirely new kind of Swiss watch. The country's centuries-old traditional approach seemed doomed to disappear in the face of competition from cheap, mass-produced quartz watches. Features: In the late 1970s, the Swiss watch industry was in deep crisis.
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