GIF via Swatch / Complex Original
Some of the most well respected fashion brands have found their footing in the midst of uncertain circumstances. It doesn’t happen regularly, but such was the case for Swatch when in 1983—on the heels of the Swiss watchmaking crisis—its first 12 models were introduced to the world by founder Nicolas G. Hayek. Shortly thereafter, the brand carved out a cultural niche for itself by single handedly turning the wristwatch from a simple tool used to keep time into a fashion accessory that oozed creativity, individuality, and self-expression. Everything from artist collaborations and limited releases, to appearances on prominent television series would follow.
Here, we highlight the moments throughout Swatch’s illustrious history that have cemented the brand as a pop culture cornerstone.
1984: Swatch Embraces The B-Boy
Only a year after Swatch’s inception, the Swiss timepiece brand showed its support for the popular street dance craze by acting as the sponsor for the first Breakdance World Championship. The event took place at the Roxy Theatre in New York City and featured posters and medals designed by Keith Haring, which Swatch then used as the inspiration for its first ever Swatch Special watch. While the wristwatch itself has held value as a significant collaborative piece, the brand’s role in the contest helped ignite its enduring presence within the worlds of sport and art moving forward.
1985: Swatch and Art Begin a Lifelong Marriage
French artist Kiki Picasso linked up with Swatch on what would become the first of many collaborations within the Swatch Art Special collection. Using the watch as his canvas, the avant-garde graphic designer, painter, and video artist outfitted the GZ008 with a sophisticated graphic design that was tremendously well received by the contemporary consumer. This inaugural Swatch Art Special product would act as the foundation for countless other artist collaborations to come and propel the brand’s visibility in the process.
1987: The X-Rated Watch Finds its Crew
With the youth crew scene at its peak, Swatch unassumingly dropped a timepiece with an “X”-branded face. Dubbed the X-Rated watch, it immediately became highly desirable—transforming into one of the most sought after Swatch watches of all time—among those involved in the music subculture (rooted in hardcore punk) thanks to the “X” it displayed and the significance of the symbol within the straightedge community. The rare watch was re-released via the Spring-Summer 2018 collection after being discontinued for years.
1993: The POP Swatch Goes Punk
While the original launch of the POP Swatch collection took place in 1986, world renowned fashion designer Vivienne Westwood didn’t put her mark on the timepiece until 1993. Designed with Westwood’s signature punk and new wave aesthetic, the Pop Swatch Art Special orb debuted at her Prêt-à-Porter show in Paris, France, and served as the first watch from the collection to be designed by a fashion-maker.
1996: Swatch Takes its Talents to the Olympics
With the entire world watching, Swatch founder Nicolas G. Hayek was granted the prestigious honor of participating in the Olympic torch relay leading up to the opening of the 1996 Olympic Games in Atlanta. It was this year that the Swiss brand also served as the Official Timekeeper of the summer event for the first time—a distinction it would continue to hold in Sydney (2000) and Athens (2004), as well. Swatch celebrated the quadrennial event by concurrently releasing a special edition collection inspired by the Olympic games.
1999: A Legendary Skater Teams Up With A Legendary Brand
There’s no bigger name in the world of modern skate culture than Tony Hawk. So to be able to call The Birdman a Swatch Proteam member during his heyday (’99 was also the year he became the first skater to land a 900), is undeniably a monumental moment in Swatch’s history. Notably, the two powerhouses created the Swatch Switch McTwist, elevating the partnership to even greater heights.
2000: LaChapelle And Swatch Honor a Transexual Icon
Fashion photographer and director David LaChapelle loves to push boundaries. Judging from Swatch’s history, so too does the timepiece brand. As a result, when the two entities came together, they concocted a unique product depicting model and transexual icon, Amanda Lepore. Humorously titled Time Tranny, the watch exemplifies the provocative yet tasteful nature of both Swatch and LaChapelle, while also showcasing the inherently progressive characteristics rooted in the brand’s DNA. At a time when transexual culture was vastly underrepresented, Swatch had no problem making Lepore the focal feature of the watch.
2011: Time Flies With Jeremy Scott
Thanks to his irreverent manipulation of pop culture logos and emblems, American fashion designer Jeremy Scott served as a fitting collaborator to join the Swatch family in 2011. Teaming up on a total of eight pieces throughout the year, they released a grouping of overstated watches only months before Scott’s eventual appointment as Moschino’s creative director. Today, the collaborative effort that showcased playful, yet robust imagery—like a lighting bolt and cartoon wings—functions as a set of ideal statement pieces that can be added to any look.
2016: Swatch Enters The Upside Down
As soon as it hit Netflix, Stranger Things captivated audiences worldwide due in large part to its nostalgic resurrection of the 1980s. In this feature hasn’t stated it enough, the story of the 1980s cannot be recounted in full without the inclusion of Swatch. So it’s only appropriate that the Swiss timepiece made appearances in Season 1 and beyond, serving as a stark reminder of just how impactful Swatch was 30 years ago, and still is today.
2017-18: Swatch Shows Out at ComplexCon
While the musical lineups and ComplexCon(versations) series generate plenty of buzz, there’s no denying that a huge part of convention’s allure is its expertly curated marketplace. Home to over 100 of the most influential brands, ComplexCon serves as the perfect backdrop for Swatch to maintain its cultural stronghold on the masses. Last year, the brand showcased and sold an assortment of 27 selected watches. This year? They’ve cooked up a special Swatch x ComplexCon box set, complete with an additional strap and branded loops, which is available for purchase exclusively at the Long Beach Convention & Entertainment Center on November 3-4.