Watch men - Works in Progress Magazine
The Swiss watch industry faced a severe crisis in the 1970s and 1980s due to the rise of quartz technology, which enabled Japanese manufacturers to produce cheaper, more precise watches. Despite the collapse of many Swiss companies and a significant loss of jobs, a few key figures, including Jean-Claude Biver and Jacques Piguet, sought to revitalize the industry by focusing on traditional craftsmanship and luxury watches. Their strategy involved acquiring the struggling Blancpain brand and positioning it as a high-end, artisanal alternative to quartz watches, emphasizing the human touch and heritage behind Swiss watchmaking. Meanwhile, Nicolas Hayek proposed a bold solution to merge the two largest Swiss watch conglomerates, SSIH and ASUAG, into a single entity to streamline production and reduce costs. This led to the creation of the Swatch, a mass-produced, affordable quartz watch that reinvigorated the Swiss market. Swatch's innovative design and marketing transformed it into a cultural phenomenon, restoring confidence in Swiss watchmaking. Today, the industry thrives, capturing a significant share of global revenue despite producing only a small percentage of watches, proving that Swiss craftsmanship and modern technology can coexist and even flourish together.
