This channel began as a collection of my personal favorite Swatches. I'm fascinated by the sheer variety of watches that the Swatch corporation used to produce. It was as if the corporate mandate was to produce as many themed varieties of the basic wristwatch as possible. There were different families of Swatches like the Scuba (waterproof) or the Musicall (spelling correct) which played a specially composed musical tone for the timer or alarm functions. Swatch even had celebrity musical composers like Peter Gabriel design the tones for the Musicall Swatches, which is a ton of resources to put into the design of a wristwatch.
One of the first things that got me interested in the Swatch company, though, was their ".beat" project from the 1990s. Swatch created an alternative time system called "worldwide internet time" that ran on a single unit of time called the ".beat." They even produced a line of .beat watches which have puffy, oversized faces and typographically strange numbers.
Reflecting on this project, I suppose the idea was that we would all be living on .beat time right now, and that Swatch would own the worldwide basic unit of time (they even wanted to move the center of time measurement from Greenwich to their company headquarters in Switzerland. This is pretty diabolical stuff from a company that positions itself as an upright purveyor of quality wristwatches. It sounds like the beginning of a bad James Bond movie with Pierce Brosnan.
SWATCH + THE OLYMPIC ORGANIZING COMITTEE
"The International Olympic Committee is a non-governmental sports organisation based in Lausanne, Switzerland."
-----> see 2000 Sydney Olympics Swatch watch