In the 1970s and 80s, the Swiss watch market dived – inexpensive digital imports were beating the traditional craftsmanship of the native market. But by redesigning the traditional Swiss watch and its manufacture, a group of Swiss engineers made analogue popular again.

The secret to success lay in its radical simplification. 91 components were reduced to 51 and fewer parts meant fewer processes. New production techniques and materials made it the first mass produced Swiss-made plastic watch built on the first fully automated assembly line.

High quality. Low cost. Swiss made. A ‘second watch’. A Swatch. And because it was inexpensive, people could not only have a second watch, but a third, fourth and fifth.