SWATCH MARKS THREE DECADES OF THE WATCH THAT CHANGED THE WORLD

It was 30 years ago today…

SWATCH MARKS THREE DECADES OF THE WATCH THAT CHANGED THE WORLD

March 1, 2013. The watch that changed the world was born 30 years ago today. March 1, 1983, the first 12 models made their debut; 51 parts, under 50 Swiss francs. Looking back now, they seem unlikely heroes, but events soon revealed their true identity: they were the avant-garde, the shock troops of a revolution named Swatch.

Today, after three decades of sly wit, audacious innovation, playful provocation and inexhaustible joie de vivre, Swatch has every reason to celebrate. Those first 12 watches from 1983 have been followed by millions, and now there is one that brings it all back to mind — the impossible, incredible story of Swatch:

SWATCH Est. 1983 a New Gent watch features a transparent plastic case and strap and a skeleton dial offering a clear view of the movement within. Key components are highlighted in gold and the word CELEBRATE appears in black. And printed in gold on a broad silver band are all those extraordinary years, from 1983 to 2013. RRP £47.50

In the 30 years since the first Swatch Gents caught the world by surprise, the Swiss watchmaker has introduced an extraordinary series of innovative products and the signature Swatch material, plastic is back in a big way. Recent launches include the innovative Swatch Touch and New Gent Lacquered. Not to mention amazing creations by artists, athletes, fashion designers. The first artist to collaborate with Swatch was Kiki Picasso in 1984, less than a year after the first Swatch watches made their appearance. Other famous names include, Agatha Ruiz de la Prada, Cassette Playa and Jeremy Scott. To cement itself further in the arts world Swatch will serve again as main partner in support of contemporary art at the 2013 edition of La Biennale di Venezia.

Today, after three decades Swatch has every reason to celebrate. Those first 12 watches from 1983 have been followed by millions, Italian artist Lorenzi Petrantoni has taken a giant leap of imagination back to 1983 and created a special poster which evokes a world filled with mind-bending events, a world where...

· Swatch launches the impossible watch: plastic, 51 parts, under 50 Swiss francs
· Rock stars Kiss perform live without make-up for the first time
· Michael Jackson's Thriller sells 50 million copies
· Space Shuttle Challenger makes its first flight
· Star Wars: Return of the Jedi roars through cinemas around the world
· Return of the Swiss: Swatch makes 1 million watches in one year.


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