The Swatch Collectors of Swatch

On 15th of August 1990, the following press release confirmed the appeal of Swatches as collectors' items: "The Swatch Collectors of Swatch". A consumer item of the 80's has become a collector's item of the 90's. It really is quite amazing that a product such as the Swatch, which after all is only seven years of age, has become the object of so much passion on the part of collectors. Seventy million units have been produced since the launching of the 1983 collection - a figure which increases daily. For their part, Swatch fans also increase in numbers.

At the headquarters in Biel, it is practically impossible to answer the multitude of requests pouring in from all parts of the world. Whether from Africa, Australia, Sweden or Switzerland, the curiosity of Swatch maniacs is insatiable. In the meantime, many collectable Swatches reach quite astronomical prices at auctions held on different continents. The "Original Jelly" model, for instance, sold for 5,750 francs. Mail from Swatch admirers and collectors piles up and the telephone never ceases ringing.

For the purposes of answering more efficiently the many questions which Swatch receives, as well as the numerous requests for exchange and information, and in order to better assist those in search of models no longer available, the "The Swatch Collectors of Swatch" club was created on 15th of August, first in Switzerland and subsequently in Germany. For the first time, the ever increasing community of Swatch fans will benefit from exchange grants and will be able to address its demands to a service especially created for them. information regarding "The Swatch Collectors of Swatch" is available free of charge to any interested person at locations where Swatches are sold." The Swatch ideas men, well in tune with the state of mind prevailing in the late XXth century, have come up with another winner: the membership card to "The Swatch Collectors of Swatch" club, in the form of a Swatch Special exclusively created for members! The model chosen for the foundation year is the "Golden Jelly", a prestigious version of the "Jelly Fish", an entirely transparent watch which has proved to be the brand's most successful seller ever.

When purchasing the "Golden Jelly" for the price of 100 francs, one automatically becomes a member of "The Swatch Collectors of Swatch" club. The cardholder is entitled to a range of benefits which include first hand information on new collections and "Specials", as well as the annual catalogue. Furthermore, collectors may twice yearly participate in the "Swatch Street Journal" exchange and receive valuable advice. A telephone Hotline is also at the disposal of members, directly linking them to an advisory service and a secretariat which can supply the required information. For further details, it is advised to read the information freely on offer at sales' points. As from 1991, "The Swatch Collectors of Swatch" club will expand its services to other countries, beginning with the main markets - the United States, France, Italy and Japan.

Roland Carrera : Swatchissimo