The Swatch Group

The Swatch Group is the leading international watch company. The group is comprised of 18 watch brands which vary between basic watches and the most prestigious. Almost everything from the components’ creation to the assembly, is done in Switzerland.

The company was developed in 1983 when the two largest Swiss watch companies came together to try and regain successfulness. Swatch (Second Watch) was built as competition to the Japanese Quartz watch, built with quality, but also inexpensive. After this, the company soared to the top and became the largest watch company with over 150 subsidiaries assisting with assembly and production of watch components.

The following are some of the brands under The Swatch Group:

Blancpain

This brand was established in 1735 and prides itself in pure and traditional construction of watches. Unlike other brands, they have never joined the quartz movement. They suffered both in the 19^th and 20^th century, when their brand was threatened by the Large mechanized American watch factories and the quartz movement respectively. Instead of straying from their tradition, Blancpain persevered and created mechanical watches that still reflected the traditional elements of watchmaking. The 1735 watch design can be regarded as Blancpain’s masterpiece. The complex design is filled with features so delicate that only one Blancpain is manufactured per annum.

Jaquet Droz

The company was founded in 1738 by Pierre Jaquet-Droz. His watch company was well known for the pristine timepieces which were decorated and crafted meticulously. His robotic artworks operate for centuries, which depicts the quality of watchmaking by this company. To this day, these watches detailed with carvings paintings and sculptures. However, they have been toned down to suit the modern appetite of consumers. Still, the extravagant artistic nature of these watches lives on under the Swatch Group.

Harry Winston

Harry Winston is named after its founder whom was known for his jeweling skills and ownership of famous diamonds. The watches manufactured by him are renowned for their jewelled brilliance and their intricate movements. One of the most famous series is the “Histoire de Tourbillon” where the mechanical engineering of a tourbillon exceeded expectations. For example, one of these showcases a tri-axial tourbillon and others contain multiple tourbillon carriages that are linked.

These watches are very limited in quantity and fall under the brand’s most exclusive jewellery. It is unattainable to majority of buyers and displays absolutely exquisite watchmaking skills that cannot be found elsewhere.

Breguet

Abraham-Louis Breguet founded this watch company in 1775, Paris. He invented the tourbillon which is now commonly used when creating expensive and pristine watches. Breguet is known for his refinement and innovativeness, having created self-winding movement, way ahead of its time.

The company continues to retain sophistication and rare constructions, which of course retail and extremely high prices. The skill and craftmanship associated with Breguet are way above most other watchmaking companies.

Omega

The Swiss watchmaker brand, Omega, has a deep history of innovation and collaboration. The watches created are often linked to famous cultural landmarks such as the moon landing. In 1999, Omega took a big step forward in watchmaking production. They began using a new movement that was mass-producible, and reduced the wear and tear of Omega movements. They also innovated anti-magnetic watches after creating the Seamaster Aqua Terra movement. Omega is renowned for their innovations and creations that have changed the watchmaking industry completely.

Longines

Since the formation of the Swatch Group in 1983, the Swiss watchmaker, Longines has been with them. Their winged hourglass logo is popular amongst many and gained even more relevancy when the brand became a favourite among pilots. Its accuracy and aid in navigation made it a top pick.

Longines is the perfect brand to achieve luxury and affordability. This brand does not manufacture their watches from scratch, but rather assembles them with movements created by other brands. However, it must be noted that the other brands are those also belonging to the Swatch Group.

Rado

Rado focuses on creating watches that are scratch resistant. The constantly innovate materials engineering for watchmaking. They have tested various methods of coating and different materials to reach the highest standard of scratch resistance.

A lot of Rado watches are made with “Ceramos” which is a metal ceramic. It has the lustre qualities of metal and the hardness of ceramics. Both the cases and bracelets incorporate Ceramos. Tungsten carbide is also used in the making of some of their watches. This material is extremely hard, much like Ceramic. The material can only be machined which led to restricted case shapes, but also a distinctive appearance.

Tissot

The concepts and eye-catching designs created by Tissot made it a renowned brand. Since established in 1853, the company showed its globally-minded ways. Tissot and Omega were both part of the SSIH Group.

Tissot uses almost exclusive materials such as polymer components. It regularly boasts spectacular designs which incorporate materials such as Alpine granite. They often promote and partner with motorsports.

Certina

The watches made by Certina are focused on resistance to the elements and durability. It has a turtle shell as its logo which represents this. In the past, Certina has partnered with many explorers whom are exposed to harsh weather conditions. The watches have been used at peak’ of mountains over 8 feet tall and at seafloor and have proven their resistance by staying accurate.

The company ensures to use materials that reflect their effort at durability. They have been using tungsten carbide and sapphire crystals since the early ages.

Balmain

The French fashion house, Balmain, actually prides itself in a range of both clothing and accessories. The Swatch Group owns the watch department which is a division of Longines. The watches sold here are created to fit in with Balmain’s luxury department.

Balmain allows the Swatch Group to entertain the likings of the French consumer base. The watches mainly use quartz movements; however, some are mechanical. All of these movements are made by the Swatch Group movement production company.

Calvin Klein

Calvin Klein and the Swatch Group have a joint venture. Quartz movements are used in these watches and components are assembled in Switzerland. The idea behind Calvin Klein watches is to achieve a modern aesthetic through minimalism. Often the watches simply have dials, a minute and hour hand and only the CK logo for decoration. The watches are affordable in comparison to other dress watches and are made to have a precious metal look while being scratch resistant.

Along with the above-mentioned brands, you can also find Leon Hatot, Union GlasHutte, Mido, Hamilton, Flik Flak and Swatch.

Swatch

Swatch is the namesake brand of the Swatch Group. This Swiss brand led the response to the Japanese quartz watches. Swatch aimed to create inexpensive watches that were still of high-end and traditional nature.

The brand developed a mischievous aura when the associated themselves with European counterculture. Other partnering watch brands chose to sponsor some of the more common athletes, such as those involved in Olympics. However, Swatch partnered with breakdancing champions and later extreme sport athletes such as snowboarding and BMX.

Without the need to uphold tradition, Swatch had freedom to offer more outlandish selections. For example, they created a fruit scented watch and one with diamonds set in its plastic dial. The lack of social conformity gave Swatch a unique essence that people begun to desire.

Key Figures

In 2020, the net sales of all the brands within the Swatch Group, amounted to about CHF 5 595 million. Compared to the previous year’s sales, their sales loss amounted to CHF 286 million.

More about the Swatch Group

Who founded the Swatch Group?

The Swatch Group was founded by Nicholas Hayek. The Lebanese entrepreneur, Hayek, also had his own business consultancy firm. When the Swiss watchmaking industry was almost bust during the time of the Quartz Crisis, Hayek was the one to bring it back to the top.

When was the Swatch Group founded?

In 1983, the merger of SSIH and ASUAG took place to form the SMH Group. The Swatch Group was founded at this time, however the name only changed in 1998. The name was derived from the watch that saved the Swiss watchmaking industry from dying, namely the quartz Swatch watch.

Who owns the Swatch Group now?

The Swatch Group continues to be owned and run by the Hayek family. In 1984, when the group was still called the SMH Group, Hayek purchased a 51% majority stake of the company. He then remained CEO of the Swatch Group until 2002 when his son took over. Nicholas Hayek Jr. passed away in 2010 from cardiac arrest which led to his daughter, Nayla Hayek, to take over as chairman.

Conclusion

The Swatch group maintains its place as one of the largest and most successful watch groups worldwide. The brands within the Swatch Group are undeniably leaders of Swiss watchmaking. Each brand within the group also specializes in different categories for example, elegant watches, element resistant watches, scratch proof watches, navigation etc. From high-end pristine and unique watches to inexpensive common watches, the Swatch Group offers it all.

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