In the 24 years I have been dealing in Swatch watches I have only recently come to a realization and understanding how special the Swatch brand actually is. We all know the story how Swatch saved the Swiss watch industry in 1983 and how Mr Hayek built Swatch to a worldwide known brand. What very few people realize is that Swatch is the only reasonably priced brand in the world whereby each and every production model is documented and known.
Not only has the CEO mr Hayek always kept a few of each model in the "stock du patron", but also the fact that Swatch watches were very early recognized as collectors' items thanks to their unique and quirky designs.
As early as 1989 the first collectors were trading watches with one another. American and Swiss collectors set up the first auctions at Mangisch in Zurich and prices rocketed. That was the start of the "voglia matta", the need to have a Swatch collector's item, in Switzerland, Italy and the USA.