I am Swatch

8 June 2010 - I still remember my first Swatch watch. It must have been in the mid 1980s, and it was my first Swiss watch. It was also the time that wearing a certain product became an image statement - I am Swatch. From the start Swatch was a fun brand, with a fun image. Swatch was initially intended to regain some of the market that was lost to Japanese watch makers, such as Seiko, in the 1970s, and to re-popularize the analog watches in a time of analog watches. Swatches were really cool throughout the 1980s - I still remember my Keith Haring Swatch. I still have three Swatches, but probably by now they are very much out-of-style and old fashioned.