Preface [ENG] In the 90's Swatch has put upside down the world of watchmakers by introducing the idea of a light, fashionable, easy to change, full-coloured watch that very soon became an obsession for collectors around the world, representing something very close to what Andy Warhol represented for the art world, but with a very affordable price. After the years of frenzy passed away, Swatch consolidated its market position by a massive brand-shopping strategy, wich has made it the leading watch manufacturer in the world, but at the same time, year after year, its "magical touch" seemed to vanish in favor of an explosion of new, extravagant watch ranges made of iron and other materials. Just like me, a crowd nostalgics have long waited for a serious comeback of the brand, with a collection that brings back some of the old spirit: simplicity, colour, and an impressive fashion appeal. Swatch, this spring, succeded. In stores now you see again people chasing for their object of desire: a brand new "Colour Code" watch. I am sure that this summer they will be a huge hit, reviving a brand that has waited too much to rediscover himself but has finally found this force digging deep in what once made it a breakthrough story.
was the early 90s and lived for them. I had a little over 10 years and bravo spoiled child possessed by the hundreds. And I'm not kidding. The power of the first sensations I felt when I went to the market-exhibitions, small, and with my suitcases full of plastic watches, and sometimes it happened that adult men begged me to accept their offer for a valuable piece that I had and their But no. The current collections to buy everything, of course. Then there were the "special" as I came from Switzerland, Lugano and Geneva: my grandparents, grandparents to be very good, never came back empty-handed. I also had the unique "number 1", the first prototype, even when the font of the logo was different, was Marina Bulgari was a gift to my grandfather. He had not ever given me the "number one" because it represented the unattainable, as the number one dime poer Uncle Scrooge. Allowed me to go see it, but I could not add it to mine. Maybe I am not exaggerating when I say that 12 years was an influential collector, at least in my area was a small reference to the watchmakers. Just to give you an idea when I was 3 Happy Fish people were willing to kill to get one. Of many models I had two major parts: one for me and one to be exchanged for its weight in gold.
I loved those clocks, I loved them so much that when done it my mother knew how to make me pay, "James, take me down now All Swatch! Shall be seized as long as you do not behave well. "Yeah, seized, because I literally spent days looking at them, classifying them, exposing them and having a drawing of mine. I created a little world around them, ideavo new advertising campaigns, new project, imaginary number . Perhaps it was there that I realized that I would be very busy product strategy. I took it very, very seriously. a long time I dreamed of working for Mr. Nicolas G. Hayek, the man who turned a provocation an empire. Then came the motorcycle and basketball.
Suddenly I was seconded from the strong passion childish. They were there in their boxes, all new, all made without a battery. For fifteen years I have not worn a Swatch, but I continued to feel that irresistible attraction when passing through the airport Duty Free, where I had done in the past as low, but without beating me over the heart as before. The collection had become too much. Too many too many hybrids malformations. Too little class. In the past when he was the collective obsession (from the collection '94-'95) and Swatch AG after a nice shopping brand had become the largest watch manufacturer in the world, had been stabilized on the top, had become the only real economic altrnativa to luxury watches. Why it is like the Swatch Smart: it's cheap but it is not unlucky. You can always fool yourself that you have a safe and Piaget in a Porsche in the garage. Not for nothing the Smart project was born from a collaboration between Swatch and Mercedes-Benz. Have you ever tried to compare the lettering of the two brands? But back to watches. For years I wished that I did riverne a heart beat as before, and were the first to let me beat classic. I was looking for a Swatch that corresponded exactly to the idea that he was born, or be a orologino economic, spiritual, but that could be worn under a blue blazer. But nothing. Until this spring, when Swatch launched the collection "Colour Code". A plastic strap, a dial with the numbers clear and large, three hands. Stop. Bright colors, beautiful. The Swatch was reborn in their purest essence. One for every occasion. For boys, for ladies and for insurers. I wanted to buy them all. But I only bought the blue.
Swatch, the hype far too long, the real, has recovered for a moment the rightful place, the fashion of every day, that the desire to own an object that this summer will certainly be a must-have. I assure you: we will return to see people with more than one watch. It will be something accessible to all, able to adapt to any style and color system. As often happens is digging its own among its fundamental values \u200b\u200bsiritrova themselves, and Swatch, at least for this summer will be back on everyone's lips, on mine too, who did not speak of Swatch from more than 10 years. Good, good, good.
JS
