Swatch marks three decades of the watch that changed the world

MANILA, Philippines - The watch that changed the world was born 30 years ago. March 1, 1983, the first 12 models made their debut. Looking back now, they seem unlikely heroes, but events soon revealed their true identity: They were the avantgarde, the shock troops of a revolution named Swatch. After three decades of sly wit, audacious innovation, playful provocation and inexhaustible joie de vivre, Swatch has every reason to celebrate. Those first 12 watches from 1983 have been followed by millions, and now there is one that brings it all back to mind — the impossible, incredible story of Swatch: Swatch Est. 1983. A New Gent, Swatch Est. 1983 features a transparent plastic case and strap and a skeleton dial offering a clear view of the movement within. Key components are highlighted in gold; on one, a golden driving wheel, the word “Celebrate” appears twice, in black. And printed in gold on a broad silver band are all those extraordinary years , f r o m 1983 to 2013.

Each year brings back memories of one or another fantastic Swatch watch:   A Pop, Scuba 200, heavy metal Irony, c o l o r f u l Gent, seductive Skin or high-tech Touch — not to mention those amazing creations by artists, athletes, fashion designers and — who could possibly forget? The first Swatch watch you ever owned.

Swatch looks back across 30 years to the origins of Swatch in 1983. Italian artist Lorenzo Petrantoni has taken a giant leap of imagination back to 1983. His poster         evokes            a world filled with mind-bending events, a world where:

• Swatch launches the impossible watch: plastic, 51 parts, under 50 Swiss francs.

• Rock stars KISS perform live without makeup for the first time.

• Michael Jackson’s “Thriller” sells 50 million copies.

• Space Shuttle Challenger makes its first flight.

• Star Wars: Return of the Jedi roars through cinemas around the world.

• Return of the Swiss: Swatch makes one million watches in one year.

1983 is worth a lingering look, and every year since has brought new breakthroughs from Swatch: new models made possible by new

technologies, innovative designs and extraordinary materials. In 30 years, Swatch has designed and produced more than 5,000 different models.

Like Swatch Est. 1983, every new Swatch has a story to tell. Swatch looks back for a moment or two, but the story is far from over. Swatch is available at Swatch Shops in SM Megamall, Glorietta 1, Glorietta 4, Greenbelt 5, TriNoma, Alabang Town Center, SM Mall of Asia, SM City North EDSA, SM City Davao, Rockwell Power Plant Mall, Greenhills V-Mall, Shangri-La Plaza, Robinsons Place, Ermita, Sta. Lucia East Grand Mall, Festival Mall, Ayala Marquee Mall, Pampanga, Ayala Center, Cebu and Abreeza Mall, Davao.