After the Beanie Baby mania, it will not surprise anyone to learn that fashion timepieces--Swatches, specifically--are now considered collector's items. Rather than just listing prices of Swatch watches, horologist Edwards presents a true catalog, which includes a brief history of Switzerland's watch industry pre-Swatch (when Japanese electronic ticktocks were devouring the market share), production and design, advertising and marketing, and information strictly for aficionados (yes, there is a Swatch club). The real surprises in the book, however, lie in the full-color directory of artists participating in watch design (Keith Haring, Yoko Ono, and Vasarely) and in the never-ending stream of other Swatch products (telephones, eyeglasses, even a car).
Barbara Jacobs
Der Verlag über das Buch
Readers Will Lose Track of Time When They Discover "Swatch"!Until the 1970s, Switzerland had a near monopoly on watch making. Then, Japanese and Hong Kong manufacturers diligently marketed the electronic watch (actually invented by the Swiss), worldwide. Almost overnight, Swiss watchmakers lost almost all of their market for moderately priced watches, and the industry seemed to be on the ropes.
It was about 1983 when Nicolas Hayek helped invent and bring to market a revolutionary watch that saved the Swiss watch industry. It had to be tough, very accurate, thin, inexpensive and easily adaptable to changing fashion. The plastic Swatch was born.
With hundreds of classic and crazy designs, and millions of Swatches sold, we have a tribute book to the best of Swatch design for the millions of Swatch fans and collectors. Moreover, they are fans, not just owners. Most own a number of designs, and eagerly await the 70 or so new models introduced annually. And Swatch clubs in every country have tens of thousands of members, newslette! rs and special club members' edition Swatches.
In "Swatch", Frank Edwards documents the origins and developments of Swatch designs, and shows some of the very best made since 1983. After discussing how to collect Swatches, he shows an intriguing selection of the various kinds of Swatches (Standard, Special, Musical, Automatic, Irony, etc.).
In a vibrant burst of creativity and color, "Swatch" presents hundreds of stunning color photographs of the most beautiful and outrageous Swatch designs, from the early 80s to the present.
There are even other Swatch products profiled (telephones, glasses, cars, and more).
Fun and informative, this unusual book will be sought after by Swatch enthusiasts.
Frank Edwards is a well-known writer on marketing and horological subjects. A former Managing Director of the Watch & Clock Division of the Ingersoll Group Ltd., for the last fifteen years he has bee the U.K. representative of the Federation of the Swiss ! Watch industry. He is a Freeman of the City of London and a! Liveryman of the Worshipful Company of Clockmakers, who recently appointed him an Honorary Liveryman in recognition of his many years' service on the Court of Assistants.
