If Rolex remains year after year the number 1 in the watch market with a turnover of 5 billion euros, this figure is lower than that of another giant: the Swatch group. It must be said that it can count on an impressive portfolio of 17 watch brands: Swatch of course, but also Omega, Longines and Tissot among the main ones.
But precisely, besides these prestigious names, do you know the other entities of the Swatch Group? We offer you a complete overview to perfect your knowledge and shine in the evening.
The history of Swatch Group in brief
The Swatch Group was formed in the 1980s, but its history goes back much further, through the brands that make it up today. It was in response to the quartz crisis of the 1970s, which saw the Swiss watch industry faced with fierce competition from Asian quartz watch manufacturers, that the Swatch Group emerged as a unifying force in Swiss watchmaking.
The group was officially formed in 1983 under the name Swiss Society of Microelectronics and Watchmaking (SMH). Nicolas G. Hayek, considered the savior of the Swiss watchmaking industry, played a decisive role in the merger of two of the largest Swiss watchmaking companies of the time, ASUAG and SSIH. The former specialized in the manufacturing of watch movements and components, while SSIH grouped together several prestigious houses such as Omega and Tissot.
The creation of the Swatch Group marked the beginning of a revitalization strategy for the watchmaking industry. Hayek introduced the Swatch watch in 1983 (we’ll talk about it again) which, more than a simple product, represented a new approach to watch production, combining innovative design, automated manufacturing, and creative marketing. The success of Swatch not only saved the Swiss watchmaking industry from crisis but also allowed the group to finance the acquisition and strengthening of other luxury watch brands.
The 17 watch brands to know within the Swatch group
Over the years, the Swatch Group has continued to expand its portfolio, acquiring watch brands from different market segments. The multinational diversified to cover the entire spectrum of the sector, from high-end watchmaking with brands such as Breguet, Blancpain and Jaquet Droz, to “fashion” watch brands like Swatch and Flik Flak for children.
Breguet
Founded in 1775, Breguet is one of the oldest watch brands in the world and embodies excellence in watchmaking.
Known for its technical innovations and elegant style, the brand has managed to captivate historic personalities like Napoleon Bonaparte. Even today, Breguet remains synonymous with sophistication and precision, much like its timeless Type XX chronograph.
💡 Also read : Everything to know about the Breguet brand
Harry Winston
It may not be the most well-known brand in the group, but it is not the least interesting… quite the opposite! Acquired by the Swatch Group in 2013, Harry Winston is famous for its jewellery creations and luxury watches.
Nicknamed the “King of Diamonds”, Harry Winston excels in the art of combining precious gems and exceptional mechanisms. In the men’s department, the Histoire de Tourbillon & Opus collections have given birth to exceptional timepieces.
Omega
Do we really need to introduce you to Omega? James Bond’s favorite brand, official supplier of the Olympic Games and partner of NASA, Omega has made history with its Speedmaster model, the first watch worn on the Moon.
💡 Also read : Everything you need to know about the Omega brand
Blancpain
Founded in 1735, Blancpain is considered the oldest watchmaking brand in the world. It is renowned for its watches that favor a traditional approach and artisanal expertise, with its Villeret and Métiers d’Art collections.
But it is especially the Fifty Fathoms, the first modern diving watch, which has contributed to the fame of Blancpain… even more so since the collaboration with Swatch!
💡 Also read : Everything you need to know about the Blancpain brand
Glashütte Original
Inheriting from German precision watchmaking, Glashütte Original has been maintaining a unique expertise since the 19th century. Its watches are renowned for their elegance, technicality, and meticulous manual finishing.
Among the must-have models, it’s hard not to be charmed by the Senator Excellence Date Panorama, which highlights the large date.
Jaquet Droz
Since 1738, Jaquet Droz has fascinated with its watches equipped with automatons and unique enamel dials. The brand combines watchmaking art and aesthetics, making each piece exceptional.
She also demonstrated that the most beautiful watches were also sometimes the simplest, like her sublime Grande Seconde Décentrée Onyx.
Leon Hatot
Here is another name that will especially speak to enthusiasts, to those who already have a solid watchmaking culture. The brand Léon Hatot, however, already has a rich history, having been founded in 1905.
His watch and jewelry creations have long mixed art deco and modernity, through elegant and refined watches. Dormant for many years, Swatch Group “reserves the right to awaken the sleeping beauty at its convenience”.
Longines
Founded in 1832, Longines is synonymous with tradition and elegance. The brand with the winged hourglass is known for its expertise in the sports field, offering precision chronographs used in many international events, from alpine skiing competitions to equestrian sports.
Endorsed by first-rate ambassadors (Jennifer Lawrence, Kate Winslet, Regé-Jean Page, Marco Odermatt), Longines watches are a sure bet for fans of chic sporty looks. Special mention to the iconic Conquest line, which celebrates its 70th anniversary in 2024.
💡 Also read : Everything you need to know about the Longines brand
Rado
While not being objective, Rado is one of those brands for which we have a soft spot. Born in 1917, it is always synonymous with avant-garde design and durability. Its history is marked by its ability to innovate in the use of materials, such as high-tech ceramics, to create scratch-resistant watches.
And then, from the Anatom to the True Square, through the DiaStar, it must be recognized that Rado watches know how to stand out from the competition!
💡 Also read : Everything about the Rado brand
Union Glashütte
With Glashütte Original, here is the other brand from the Swatch Group born in the German cradle of watchmaking. Union Glashütte therefore perpetuates a certain tradition by offering quality, precise and elegant watches at an affordable price.
The design is indeed very classic, but always effective and the brand combines artisanal know-how with modern technology. Our favorite? The Belisar chronograph and its almost panda look!
Tissot
Since 1853, Tissot has been committed to providing quality watches at an affordable price. Innovative, it introduced, for example, the first touch watch in 1999 and remains true to its slogan “Innovators by tradition”.
The sport-chic style is always in vogue here and we love the value for money of the brand. It’s no coincidence that many men turn to Tissot for purchasing their first automatic watch.
💡 Also read : Everything to know about the Tissot brand
Balmain
The name of Balmain is more associated with the world of high fashion than that of watchmaking. However, Pierre Balmain Watches has been designing elegant timepieces from the Swiss watchmaking valley in Saint-Imier.
However, sewing is never far away, since the iconic Arabesque dial is inspired by the “sumptuous embroidery adorning the couture dresses of the designer”. Too bad this is not the case on men’s watches…
Certina
Founded in 1888, Certina is recognized for its robustness and precision. The brand is particularly appreciated by athletes and adventurers, thanks to its durable and reliable watches.
After a long journey through the wilderness, it was not reestablished in France until 2023, but its DS Action Diver watch does not lack style.
Mido
Since its creation in 1918, the Mido brand combines innovation, aesthetics and functionality, targeting a clientele in search of high-quality watches. We particularly appreciate the architectural inspiration found in several models.
Recently, it’s with its Multifort TV Big Date that Mido has met great success. And we believe it is well-deserved!
💡 Also read : Everything about the Mido brand
Hamilton
If she was born in Pennsylvania, Hamilton has always claimed the alliance of Swiss craftsmanship with an innovative and daring spirit. Comfortable in all areas, it is very present in cinema, with models as varied as the Boulton of Indiana Jones or the Ventura of Men in Black.
But the real star of Hamilton is the Khaki Field, a military-inspired toolwatch, available in endless variations… and also used in the film Interstellar with its Murph version.
💡 Also read : Everything to know about the Hamilton brand
Flik Flak
(The text is already in English, no translation was necessary. The tags were retained.)If at 10 years old, you never had a Flik Flak, does it mean you’ve messed up your life? It’s not far from the truth, since this watch brand has been specifically designed for children. It stands out for its playful and educational designs, which introduce the youngest to time reading with colorful and durable watches. And real hands!
Swatch
We finish, of course, with the brand that gave its name to the group. Conceived by visionary Nicolas Hayek, Swatch revolutionized the watch industry in the 80s with its colorful and affordable plastic watches. The brand continues to innovate with creative designs, collections that reflect the zeitgeist, and now bioceramics.
His successive collaborations with Omega and then Blancpain have allowed him to achieve impressive success… even among traditional watchmaking enthusiasts.
💡 Also read : Everything about the Swatch brand
