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Swatch SA (and its subsidiary 'Montres Flik Flak SA') design, manufacture, distribute and service wristwatches sold under the 'Swatch' and 'Flik Flak' brands. It is a subsidiary of the Swatch Group founded by Nicolas Hayek whose group launched the brand in 1983 with some success, ending the quartz crisis of the 1980s. ==Origin== "Swatch" began development in the early 1980s, under the leadership of the then ETA SA's CEO, Ernst Thomke with a small team of enthusiastic watch engineers led by Elmar Mock and Jacques Müller. Conceived at the beginning as a standard timekeeper in plastic, Franz Sprecher, a marketing consultant hired by Thomke to give the project an outsider's consideration, soon led the project into what it has become: a trendy line of watches with a full brand identity and marketing concept—instead of developing just another watch collection, which could have soon been matched by the competition. Swatch was originally intended to re-capture entry level market share lost by Swiss manufacturers during the quartz crisis and the subsequent growth of Japanese companies such as Seiko and Citizen in the 1960s and 1970s, and to re-popularize analog watches at a time when digital watches had achieved wide popularity. The launch of the Swatch brand in 1983 was marked by bold new styling, design and marketing. Lebanese entrepreneur, Nicolas G. Hayek, who, with a group of Swiss investors, took over a majority shareholding of Swatch during 1985 in the then, between ASUAG and SSIH, newly consolidated group under the name Societe Suisse de Microelectronique et d'Horlogerie, or SMH, became Chairman of the board of directors and CEO in 1986 (who later significantly changed its name to Swatch Group), further masterminded its development to reach its now major worldwide Swiss watch brand status within the lower end of watch prices. This combination of marketing and manufacturing expertise restored Switzerland as a major player in the world wristwatch market. Synthetic materials were used for the watchcases as well as a new ultra-sonic welding process and assembly technology. The number of components was reduced from 91 or more to 51, with no loss of accuracy.〔Bold, Kathryn, ("Swatchdogs on the Lookout : Promos give collectors a chance to meet the inventor and pick up some of the 'vintage' timepieces for face value" ), ''Los Angeles Times'', 3 January 1992〕 The Swatch watch was also known as the savior, to many of the swatch-watch style fans. In 2015, Swatch announced the Group was planning to start selling a smartwatch, potentially pitting the Swiss maker of colorful plastic timepieces against the debut of the Apple Watch. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Swatch」の詳細全文を読む スポンサード リンク
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