The Models

Soon after the launching of the classical and "reassuring" Swatch prototypes in 1982, the company's managers realized that it was imperative to give the watch a more dynamic image. It was felt that this could be best achieved by a variety of measures, which ranged from modifications to the watch dial all the way to the choice of new colors, including remodelling the strap and decorating the case. This is how the first fantasy model came to see the light of day (structural alterations to the case would come later)-named Tennis Grid and Tennis Stripes,they were the latest addition in a family of twenty-five. The winter 1983 collection comprised of seventeen new dial patterns plus a redesigned Tennis Grid inspired by the earlier series.

From 1984 onwards, the use of pictorial elements on the dials became more prevelant first with the flags, then with compasses, not to mention the numerous other themes which would soon follow. Each year, if not each season, a profusion of new models swamped the market, some emphasizing sports, others the world of technique , shortly to be followed by High-tech and Compu-tech in a further series. Such models as the Memphis and Savoy , followed in 1985 by Granita di frutta, Coral reef, Carlton etc.were slowly but surely succeeding in portraying the tastes, activities and interests of the youth; little wonder that Swatches have now become symbolic of one's personality and convey a certain attitude towards life.

It could well be said that a "San Marinization" of the Swatch has taken place; like San-Marino with its stamps, Swatch has multiplied endlessly the pictorial themes which decorate its watch dials. The cases have also undergone some re-shaping , as witnessed by the POP Swatches and especially the Scuba 200 - a diver's watch released in April 1991 at an official price of 60 francs. However, at the time of writing you would be lucky to find one for less than 300 francs on the "grey" market, so tremendous has been the demand!
That such watches should become instant collector's items has been helped by the formation of the Swatch Collectors Club and the appearance of Swatch collections on the auction market, with bidders prepared to pay top prices for unused and rare pieces. The three new "Swatchable" models, created by Alfred Hofkunst, and launched in 1991 were a classic example of this collecting mania. Shaped like vegetables and exotically named Guhrke, Boujuhr and Verdhura, they were sold in fruit and vegetable markets on produce stalls. The result was absolute pandemonium, with speculation pushing prices to 2000 Swiss francs a piece within just a few days. Surprisingly, in the Geneva flea market at Plainpalais, vegetable Swatches remained unsold for some time, although this does not detract from the worldwide success of the launch , despite their being awkward to wear!