The idea of the founders was to reduce as much as possible the number of components in order to minimize the production costs. The technical challenge was to maintain in these conditions the accuracy of the instrument while ensuring an acceptable operating duration.
The marketing has been very innovative, promoting fun illustrations and even unprecedented uses. The user can pin his Swatch watch on his jacket or tie with it her ponytail. In 1985, some limited editions are illustrated by artists. Swatch collaborated with Kiki Picasso and Keith Haring, without neglecting the popular themes such as movies and sports competitions.
On November 24, 2011, Phillips sold the Blum collection as a single lot for HK $ 51M including premium. Composed of a total of 4370 pieces, this set included 795 prototypes, some of them predating the 1983 original release.
On April 7 in Hong Kong, Sotheby's sells the Dunkel collection, lot 2189. This superlot consists of 5800 pieces including 45 prototypes, mainly from 1983 to 2008. Here is the link to the press release.