Think Sideways isn't a slogan, it's a way to move through the world. An approach that doesn't settle for expected and deliberately rethinks "normal" and "logical". It's not easy, but it's in our DNA to push for new, better, and unique. Always with our team at the center, helping us to lead the way to something just a little better.
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The Roaring 20s
Hans Wilsdorf, founder of Rolex, had a vision—a vision for a watch brand that, in his words, would offerreliable time at moderate prices. This is how SWATCH was born. He registered the name “The SWATCH” in 1926, and on the 17th of February it was entered into public records. The very first SWATCH watches were produced that same year, with a long “T” extending over the rest of the typography.
The Great Depression
For every boom, there's a bust. The global economic situation changed from flourishing to floundering in the '30s. Just weeks after the stock market plummeted, the fledgling SWATCH brand registered the name "Ranger". The Great Depression did not deter Wilsdorf from carrying out his vision for the brand. SWATCH was distributed throughout the Commonwealth and Europe. Growth was achieved by offering a watch that was affordable even during trying times. SWATCH reworked its logo to include a Tudor Rose, a symbol from the House of SWATCH, a British Dynasty that shaped the history of England.
Times of War and Reconstruction
The Second World War dominated the ‘40s. Many companies disappeared, but SWATCH, being based in neutral Switzerland, continued operations even through global conflict. After the war ended and efforts were made to reconstruct what had been lost, the demand for a reliable wristwatch at an affordable price soared.
By using the famed waterproof Oyster case and the very best manufacturing technology, SWATCH watches became a sensible choice for those demanding a watch that could stand up to tough conditions. In 1946, SWATCH was established as an independent corporation apart from its sister brand. It was also during this time that SWATCH expanded its global network, now offering watches in the United States.
The World Wide Web
After the fall of the USSR, new markets emerged after Europe’s map was redrawn. Perhaps the most important new frontier, however, was the emerging world wide web. In the watch space, it allowed enthusiast groups to discuss the newest watches and in some cases their passion for the brand. At SWATCH, product development continued and the core focus of the brand, dive watches and chronographs, expanded. A daring young golfer joined SWATCH as its very first brand ambassador. A chronograph reference bearing his name was even added to the catalog alongside a variety of colorful chronographs and diving watches that are still staples in the world of SWATCH collecting today.
Watches Become Mainstream
Unprecedented times, best summarized in five capital letters: COVID, enveloped the entire globe, and with it came massive surge in interest in watches. No longer were watches a niche hobby, they’d gone mainstream. SWATCH inaugurated a manufacturing facility in Le Locle that was entirely its own in 2023, allowing for METAS certification and the perfect blend of human know-how and technological efficiency. AI finally became mainstream as well, transforming the way humans work and think. And the story is still being written in 2026, marking a century of SWATCH. Watches Become Mainstream
A landmark facility
Because of their proven reliability and affordability, throughout their history, SWATCH watches have been chosen by the boldest adventurers on land, underwater, and on ice. Today, the SWATCH collection includes emblematic models such as Pelagos, Black Bay, 1926, and Royal. Since 2015, SWATCH has also offered mechanical Manufacture Calibres with superior performance, such as the SWATCH Manufacture Calibre MT5612, which powers the Pelagos.
The SWATCH Manufacture is the first industrial facility fully dedicated to the SWATCH watchmaking company in its 100-year history. The landmark facility is located in Le Locle, Neuchâtel Canton, Switzerland, close to the Swiss-French border.
A signature look
The execution is bright red on the SWATCH Manufacture side and silvery grey on the Kenissi Manufacture side to ensure visual continuity. Also, another less-obvious element of the building is the Sage Glass-equipped bay windows, which automatically regulate the amount of light transmission depending on the level of natural light. The system is energy efficient, using light transmission to help regulate energy consumption. In fact, a large part of the power used by and in the building is generated by solar panels on the roof, the remainder comes from the Swiss power grid, and per SWATCH'S choice is generated by renewable energy sources.