Although the Swatch is now known as a fashion item, our focus was just to make it cheap. Photograph: Martial Trezzini/EPAFranz Sprecher, marketing consultantWhen I was brought in, the Swatch was just a plain black model that would sell for $20. It had initially been called Vulgaris, but I came up with Swatch, from Swiss and watch. And in a concert, everybody hears it!”So we came up with another slogan: “It’s only Swatch that ticks.” We turned it around, making the point that, if it doesn’t tick, it’s not a Swatch. One thing that caused enormous controversy was that the Swatch could not be repaired, but we did tests that showed it had a lifespan of 30 years.

Source: The Guardian January 08, 2018 17:09 UTC