via Byline
The Swatch name may mean 'second watch', but the brand is first in many horology-loving hearts. Swatch calls its watches "an expression of joy, a provocative statement, a warm smile delivered with a flick of the wrist" – which seems flowery, frivolous and outrageous at first, until you remember those qualities are exactly what you love about Swatch in the first place. Swatch is about having fun, inciting revolution, tapping into pop culture, and never taking life too seriously. History...
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