![]() ![]() It even changed the way the world looked at watches. The traditional approach to mechanical watchmaking was no competition for the cheap, mass-produced quartz watches from Asia that flooded the market. In the late 1970s, the Swiss watch industry was in deep crisis due to the quartz revolution. Most of you will know the story, but it is good to remind ourselves of the important first steps leading up to the creation of brands like Swatch. Image courtesy of Sotheby’s Swatch in the 1980s Little did I know how important Swatch became for the Swiss watch industry as a teenage onlooker. As someone that grew up in the eighties, I loved seeing this new brand creating waves. The brand created watches that were provocative, loud, colorful. But Swatch took watch design to a completely different level in the 1980s. Often perceived as a decade with a distinct lack of style or rather an abundance of tacky design, the ’80s were often frowned upon. ![]() When it comes to style and design, the eighties were a special time. Swatch is a brand that has its roots in the eighties and is a perfect example of the impact of the quartz revolution. In the 1980s, quartz was king, which is reflected with this week’s brand. This is why a lot of Swiss brands ended up in trouble, often with disastrous results. When Seiko started the quartz revolution, most Swiss brands never predicted the enormous long-term effects on the industry. While the 1970s were a decade filled with tremendous change in the watch industry, the 1980s showed the fruits of that change. In this installment, we will take a look at the best Swatch watches from the 1980s. Some of them are priceless, some of them still affordable. It inspired us to come up with a series of articles focusing on the best watches per decade from a select group of brands. It’s a world full of history, remarkable watches, incredible stories, and quirky details. While the daily routine is largely focused on the most recent developments in the world of watches, the most fun for many of us lies in the sometimes weird and often wonderful world of vintage watches. We like to talk about vintage watches a lot within the Fratello team. ![]()
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