Swatch Group – Switzerland’s Red Monster
There are some watch aficionados that look down on a Seiko as not worth their while. And yes we can all think of examples of this type of collector, who sniff and say something condescending to you. Well here’s a great way to respond… when they show you their new Omega, or Blancpain, or Breguet … say to them “my, what a nice Swatch you just purchased”!
If you were of watch-buying age in the late 80s, you probably have the same recollection of the name “Swatch” as I do … cheap, bright & colorful, plastic quartz watches … reasonable quality, lower-end mass market items with a cool look for a younger demographic. They were great for what they were, but they weren’t high end. Well, things have changed.
It’s not just that they have watches that look more mid-range, like the above 2 quartz chronos (these cost about $200 each, thanks to TimeZone Industry News for the pics). Today, the Swatch Group has not only a few additional lower end “designer” brands, but have also gobbled up a large number of higher-end brand names in Swiss watchmaking:
Premier Brands: Breguet, Blancpain, Glashütte-Original Prestige brands: Omega, Jaquet Droz, Leon Hatot, Rado, Longines, Union Glashütte. Mid-Range: Tissot, Hamilton, Certina, Mido, Pierre Balmain Lower-End & Other: ck Calvin Klein, Swatch, Flik-Flak, Enduro (private label), DressYourBody, Cite de Temps
More than that, part of Swatch Group happens to be ETA – yes, as in ETA movements. So in addition to the above brands, Swatch are the number 1 source of mechanical and high-end quartz movements for the rest of the European watch industry.
Please realize I am NOT disparaging the individual brands … the Blancpain Fifty Fathoms is one of my grail watches, and I own a vintage Omega Constellation. However when I see so much consolidation in the Swiss watch industry, it doesn’t seem to me to be good for the consumer or the market. Swatch Group – the Microsoft of the Swiss watch industry – maybe they should be called the Red Monster! 
(With apologies to gapingvoid’s Hugh MacLeod and the Blue Monster, and also to the other Red Monster…)
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