Positive provocation and joie de vivre made in Switzerland: since its founding in 1983, Swatch has shaken up the watch industry. Thanks to its striking designs which always reflect the zeitgeist, Swatch is one of the leading watch manufacturers and the most sought-after brands in the world — and has always stayed true to itself. The watchmaker continues to surprise, whether with regularly released new models or special collections. The revolutionary way in which Swatch thinks and acts has always been evident with its early involvement in action sports, such as BMX, skateboarding and surfing.