1978
• Study for «Delirium tremens» (1). The fully integrated production
technique developed for this project would later serve as a model for
Swatch technology.

1979
• ASUAG (Allgemeine Schweizerische Uhren AG) introduces the
«Delirium» technology to the public. At just 1.98 mm in thickness,
the «Delirium» is the world's thinnest watch.

• The ETA AG (2) corporation in Grenchen, Switzerland (a subsidiary
of Ebauches SA), is commissioned to develop an inexpensive
watch based on fully integrated production technology.
Project name: «Delirium vulgare»

1980
• Development of the «Delirium vulgare» including materials testing,
construction plans, design studies and prototypes (3).

1981
• Production of the initial models,in black; project name changed from
«Delirium vulgare» to «Popularis.»

• The Swatch trade name is established.

• Joint venture with an American partner to launch Swatch in the
United States.

• ASUAG/Ebauches commissions ETA to develop a Lady Swatch.

1982
• Recommendations for the Swatch debut collection, and production
of the first 300,000 Swatch watches.

• Nicolas G. Hayek (4) and the managing board of ASUAG approve
the budget for the launch in the United States and establish funding for
further development.

• A crucial Hayek Engineering AG study indicates that Swatch should
become a significant component in ASUAG's forward strategy.
The report notes that further development of Swatch technology is critical
for success. An in-house distribution system is created to manage sales.

• Hayek Engineering recommends developing an international marketing
concept and launching Swatch in Switzerland.

1983
• The managing board of ASUAG approves funding for campaigns to
launch Swatch in Switzerland, Germany and Great Britain.

• March 1: The «amazing watch» (5) is introduced to the public in
Zurich, with twelve models ranging in price from CHF 39.90 to CHF
49.90. Sales targets: 1 million in 1983, 2.5 million in 1984.

• In the fall, the price for all models was set at CHF 50.-.

• Design and planning of the POP Swatch.

• ASUAG and SSIH (Société Suisse pour L’Industrie Horlogère SA)
merge, becoming SMH (Société Suisse de Microélectronique et
d’Horlogerie SA) in 1985.

1984
• Swatch sponsors the Freestyle Ski World Cup (6) in Breckenridge,
Colorado, USA.

• The one-millionth Swatch watch is manufactured early in the year.

• Swatch is listed in the Guinness Book of Records for the 13-ton,
162 meter high giant Swatch at the headquarters of the Commerzbank
in Frankfurt (7).

• Swatch marches into Paris with the 40 saxophones of «Urban Sax».

• The first Swatch Special is produced, for the First Breakdance
World-Championship (8) at the Roxy in New York.

• The first Street Painting Performance is organized by Swatch in Paris.

• ETA manufactures 3,503,000 Swatch watches by the year end.

1985
• Swatch AG (9) is established with headquarters in Biel, Switzerland.

• Fashion that ticks: with the Raspberry, Ice Mint and Banana models
in the fragrant Granita di Frutta series and with the transparent Jelly Fish,
Swatch leaves its definitive mark on the «History of time» and becomes
the first brand to make watches a stylish fashion accessory.

• The first Swatch Art Special, designed by Kiki Picasso (10), is
launched at the Centre Georges Pompidou in Paris.

• The second Swatch Street Painting Performance takes place at
London’s Covent Garden.

• The third Swatch Street Painting Performance features 35 European
artists in Basel, Switzerland.

• Swatch takes part in Andre Logan’s «Alternative Miss World Show.»

• Concert tour with the «Thompson Twins.»

• The ten-millionth Swatch watch is manufactured in the fall.

• Limelight, the first plastic watch set with genuine diamonds, is
launched in Los Angeles.

• Giant Swatch in Tokyo.

‹‹ Swatch Chronology