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Swatch is never really where you expect it to be. In 2013, the brand launched the Sistem51, a watch equipped with a mechanical movement, produced using a fully automated assembly process, at a time when the watchmaking trend was all about “manufacture” and a handmade aesthetic.
Seven years later, when the world was expecting a strong move towards the smartwatch segment, Swatch launched itself headlong into materials research. The brand is now taking the opportunity to return to the designs of its very first models, as it prepares to celebrate its 40th anniversary in 2023.
“We are working to create surprises,” says Carlo Giordanetti, member of Swatch’s Product and Design Committee. “The brand’s adventure actually began with a big surprise: at that time, quartz movements were associated with a digital time-reading system.
https://www.europastar.com/the-watch-fi ... astic.html
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