ONtime:

Swatch Unlocks Its Genetic Code

Anyone of age in the early 80’s can certainly remember the fashion frenzy caused by a simple plastic cased, matching band watch that arrived on these shores by way ofSwitzerland that bore the catchy name “Swatch”.  Everyone had to have them & unless you were willing to show up at the store on the delivery date & grab them as they were unpacked, you most likely didn’t get one until the next shipment & even then… only if you were lucky.  Then came the artistic collaborations with the likes of Keith Haring & Mark Kostabi & then the uber limited edition ones such as the jewel encrusted faces or the ones that were shipped in specially designed cases that were as collectible as the watch contained within.

It’s been several years (or perhaps “decades” may be the more appropriate word) since Swatch Watches were hyped to the extent they were those first few years.  Always a presence, but not the enviable commodity they were upon their launch. 

“What have they done then to deserve a write up in the Examiner now?” you may be asking.  Well, they’ve returned to their roots to launch a collection of bright basics in an array of some 10 colors ranging basic Black or White to Acid Green, Lemon Yellow, Hot Pink, just to name 5.  This range of Swatch Watches is admittedly nothing new, but that’s precisely the intent. 

To quote the company: “That’s where we began, with a plastic watch of many colors.  That’s our DNA. In other words it’s genetic. What makes Swatch unmistakably different goes right to the heart of our identity. It’s a way of life. It’s a cultural code. It’s creative and it’s colorful. It’s who we are.”

Available in 10 different colors, there’s a version with shiney straps that have a matching colored watch face with white numbers & another version that is matte finish with a white face & black numbers.

Either way, these are a modern fashion accessory that will turn heads & evoke more than one reminiscence from your friends.  At only $50.00 each, buy a few.  And, if you really want to cause flashbacks, wear them in multiples like they did in the 80’s!

Available at Swatch stores nationwide and online @ www.shop.swatch.com

-Scott French