"Swatch" began development in the early 1980s, under the leadership of the then ETA SA's CEO, Ernst Thomke with a small team of enthusiastic watch engineers led by Elmar Mock and Jacques M¨ąller.Conceived at the beginning as a standard timekeeper in plastic, Franz Sprecher,a marketing consultant hired by Thomke to give the project an outsider's consideration, soon led the project into what it has become: a trendy line of watches with a full brand identity and marketing conceptˇŞinstead of developing just another watch collection, which could have soon been matched by the competition.Swatch was originally intended to re-capture entry level market share lost by Swiss manufacturers during the quartz crisis and the subsequent growth of Japanese companies such as Seiko and Citizen in the 1960s and 1970s, and to re-popularize analog watches at a time when digital watches had achieved wide popularity. The launch of the Swatch brand in 1983 was marked by bold new styling, design and marketing.
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