THE Swatch Group is a multinational company of Swiss origin, recognized worldwide as one of the largest watchmaking groups. With its rich history of milestones and its ability to evolve with trends, it has been able to stand out and maintain its leading position in this very competitive sector.

The history of the Swatch Group

The creation of the Swatch Group dates back to 1983, the result of a major merger between two Swiss watchmaking groups: ASUAG and SSIH. The purpose of this alliance was to deal with the economic crisis that was affecting the Swiss watch industry at the time, particularly in the face of Asian competition and electronic watches.

This is how a solid and innovative group was born, capable of ensuring the longevity of Swiss watchmaking.

Constant evolution over the years

Over the past few decades, the Swatch Group has continued to evolve, acquiring new brands, developing new models and adapting to new technologies. Highlights of this development include:

1. The launch of the Swatch brand : a real revolution in the world of watchmaking, the Swatch watch was launched in 1983, offering quartz watches, colorful and affordable. The success was immediate and greatly contributed to the notoriety of the group.
2. The acquisition of many prestigious brands : the Swatch Group has been able to expand its portfolio by integrating emblematic brands such as Omega, Longines, Tissot and Breguet over the years. These acquisitions have enabled the group to be present in all segments of the watch market, from the most affordable to the most luxurious.
3. The development of new watch movements : always in search of innovation, the Swatch Group has developed several revolutionary mechanical movements, such as the Co-Axial caliber from Omega or the Powermatic 80 automatic winding system from Tissot.
4. The conquest of the Chinese market : as early as the 2000s, the Swatch Group took an interest in the Chinese market, which represented strong growth potential. Thanks to a well-thought-out strategy, he succeeded in establishing himself there and developing his sales.

Swatch Group Highlights

Beyond these key stages in the evolution of the Swatch Group, several milestones have also marked its history:

• The acquisition of Blancpain in 1992 : considered to be the oldest watchmaking brand in the world, Blancpain was integrated into the Swatch Group in 1992, thus enabling the group to establish its legitimacy in the fine watchmaking sector.
• The launch of the Swatch Art Peace Hotel in Shanghai in 2011 : this ambitious project aimed to create a place dedicated to art and culture, where artists from all over the world could come to work and discuss. This is a fine illustration of the Swatch Group's commitment to creativity and innovation.
• Collaboration with celebrities and prestigious institutions : over the years, the Swatch Group has multiplied partnerships with influential personalities (such as James Bond or George Clooney) and cultural institutions (such as the British Museum or the Louvre), helping to strengthen its brand image and its influence international.
• Initiatives in favor of the environment and sustainable development : aware of its impact on the environment, the Swatch Group is committed to a responsible approach, aimed in particular at reducing its carbon footprint and supporting ecological projects throughout the world.

The Swatch Group today

Today, the Swatch Group is more than ever a major player in Swiss and international watchmaking. Present in more than 50 countries, it employs nearly 34,000 people and achieves an annual turnover of several billion Swiss francs.

A diversified brand portfolio

The Swatch Group now has a wide range of brands, covering all segments of the watch market:

• Swatch : the emblematic brand of the group, offering colorful, original and accessible watches
• Omega : a luxury brand, renowned for its sporty and elegant watches (notably the famous Speedmaster, worn by Neil Armstrong during the first moon landing)
• Longines : specialist in classic elegance and sports timing, notably with a historic partnership with the equestrian world
• Tissot : a popular brand, offering a wide range of watches combining Swiss quality and contemporary design
• Breguet : considered one of the most prestigious watchmaking companies, Breguet is synonymous with craftsmanship excellence and technical innovation
• And many more, such as Blancpain, Rado, Jaquet Droz, Glashütte Original...

A strategy focused on innovation and diversification

Faced with growing competition from connected watches and rapidly changing technologies, the Swatch Group relies on innovation to remain competitive. By developing new watch movements, investing in research and development or even exploring new avenues (such as solar-powered watches), it affirms its desire to always be at the forefront of progress.

In addition, the group is also striving to diversify its activities, in particular by positioning itself on the market for fashion accessories, jewelery and even electronic products.