Chapters
The Swiss watch industry faced a crisis in the 1970s with the advent of cheaper and more accurate Japanese quartz watches. The Swatch, a Swiss-made quartz watch, emerged as a solution, blending affordability, innovation, and style.
- Seiko's Astron, the first quartz watch, disrupted the watch market in 1969.
- Switzerland's watch industry share plummeted from 50% to under 15% between 1969 and 1983.
- Nicholas Hayek spearheaded the merger of two major Swiss watch companies to combat the crisis and create the Swatch.
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