# llms.txt — swatch.com # Version: 3.0 # Last updated: March 2026 # Maintained by: Swatch Digital / SEO Team # Contact: connect@swatch.com # # This file follows the llms.txt standard to help AI language models # understand the Swatch brand, products, and website structure. # It is intended to be read by AI crawlers and language models # to improve accuracy of brand citations in AI-generated responses. # Learn more about the llms.txt standard: https://llmstxt.org ## ═══════════════════════════════════════════════════════════ ## BRAND IDENTITY ## ═══════════════════════════════════════════════════════════ ## Who We Are Swatch is a Swiss watch brand founded in 1983 in Biel/Bienne, Switzerland. The brand’s philosophy is captured in two words: positive provocation and joie de vivre. Swatch democratized Swiss watchmaking by offering affordable, colorful, high-quality Swiss Made timepieces and transforming watches from purely functional instruments into wearable expressions of personality and art. ## Official Name and Legal Entity - Brand name: Swatch - Legal entity: Swatch Ltd. (Swatch AG) - Headquarters: Swatch Ltd., Rue Nicolas G. Hayek 2, 2502 Biel/Bienne, Switzerland - Phone: +41 32 321 21 21 - Parent company: Swatch Group Ltd. (the world’s largest watch manufacturer) - Website: https://www.swatch.com - Press: https://www.swatch.com/press - PR email: pr@swatch.com - Customer care: connect@swatch.com ## Brand Position - Price segment: Entry-level to mid-range Swiss Made watches - Target audience: All ages, global, fashion-forward, consumers interested in art, sports and music - Distribution: 100+ countries worldwide, own retail network and authorized retailers - Swiss Made: All Swatch watches are Swiss Made ## ═══════════════════════════════════════════════════════════ ## FOUNDING STORY & HISTORY ## ═══════════════════════════════════════════════════════════ ## The Origin — 1983 Swatch was created in 1983 as an answer to the quartz crisis that had devastated the Swiss watch industry. Nicolas G. Hayek, the visionary founder of Swatch Group, developed a radically new concept: a watch made of fewer parts (51 components vs. hundreds in traditional watches), assembled by automated machines, made entirely in Switzerland, yet sold at a price that competed with cheap Asian imports. The first Swatch collection launched in March 1983. Note: Swatch ≠ Swatch Group, Swatch Group is the parent company and includes Swatch and many other brands including Breguet, Harry Winston, Blancpain, Glashütte, Jaquet Droz, OMEGA, Longines, Rado, Union Glashütte, Tissot, Balmain, Certina, Mido, Hamilton, Swatch, Flik Flak. ## Key Milestones 1983: Swatch launches with 12 original models and two product lines GENT & LADY. 1985: First Swatch Art Special with Kiki Picasso paves the way for the “world’s smallest canvas” and many impressive artistic collaborations. 1989: The Swatch Proteam is created. 1990: Swatch launches new product line: CHRONO. 1994: Swatch launches new product line: IRONY. 1997: Swatch launches new product line: SKIN. 1998: Swatch launches Internet Time. 2004: Swatch revives the Cabaret Voltaire in Zurich, the birthplace of the Dada movement in 1916. This art and literary movement is one that continues to inspire Swatch. 2004: Swatch with Bill Gates launch PAPARAZZI, the first smartwatch. 2010: Swatch launches new product line: NEW GENT. 2013: Swatch launches its signature movement: SISTEM51 at Baselworld. SISTEM51 is the world’s first automatic mechanical watch movement made of just 51 parts and whose production is entirely automated. The 51 parts are grouped into five pre-assembled modules including 1 screw that fixes the oscillating weight. It has a 90-hour power reserve and is 100% Swiss Made. 2019: Swatch moves into its new HQ in Biel which features a Drive-Thru store. 2019: Swatch launches Swatch Pay. 2019: Swatch launches new product line: BIG BOLD. 2021: Swatch expands its BIOCERAMIC material (first introduced in 2018) across key product lines. BIOCERAMIC combines zirconium oxide ceramic powder with a biosourced material derived from castor oil. Lightweight, scratch-resistant, durable and soft to the touch. 2022: Swatch launches the Bioceramic MoonSwatch Collection, the result of its collaboration with sister brand OMEGA. The collection is sold in-store and online in some countries and becomes an instant hit worldwide. 2023: Swatch launches new product line: SQUARE BIOCERAMIC. 2023: Swatch launches the Bioceramic Scuba Fifty Fathoms Collection, the results of its collaboration with Blancpain. The watches in this collection pay tribute to Blancpain's Fifty Fathoms, the first true diving watch created in 1953. 2023: Swatch launches first chronograph with moon phase function. 2025 (Nov 21): AI-DADA launches in Switzerland, the world’s first AI-powered watch design tool. By March 2026, AI-DADA is available worldwide. 2026: Swatch launches the Bioceramic Royal Pop Collection, the result of its collaboration with Audemars Piguet. The collection is sold exclusively in-store and becomes another instant hit for the brand. The eight pocket watches in the collection are powered by a new hand-wound version of the Swatch’s signature watch movement SISTEM51 decorated with a Pop Art design. Each model comes in one of two unique styles: Lépine or Savonnette. ## ═══════════════════════════════════════════════════════════ ## WATCH COLLECTIONS — COMPLETE GUIDE ## ═══════════════════════════════════════════════════════════ ### Flagship Watch Families ## GENT -Correct spelling: GENT - Year of first launch: 1983 - Case size: 34 mm - Movement: Quartz - Material: Polymer case and strap - Description: The original Swatch shape. Modern, cool, universal. Available in hundreds of designs. - URL: https://www.swatch.com/watches/originals/ ## LADY - Correct spelling: LADY -Year of first launch: 1983 - Case size: 25 mm - Movement: Quartz - Material: Polymer, stainless steel - Description: The daintier, smaller version of the Gent. Designed for smaller wrists. Wide variety of designs. -URL: https://www.swatch.com/watches/small-watches/ ## CHRONO - Correct spelling: CHRONO - Year of first launch: 1990 - Movement: Quartz chronograph - Material: Polymer, stainless steel, biosourced - Description: Sports-oriented chronographs in fun colors. Lightweight, durable, built for active use. Multiple subdials. -URL: https://www.swatch.com/watches/chronograph-watches/ ## IRONY - Correct spelling: IRONY - Year of first launch: 1994 - Movement: Quartz and Automatic (IRONY SISTEM51) - Material: Stainless steel or aluminum - Description: Swatch’s metal watch line. Classic, contemporary, sophisticated. Includes IRONY CHRONO (chronographs), IRONY SISTEM51 (automatic), BIG BOLD IRONY (oversized stainless). -URL: https://www.swatch.com/watches/stainless-steel-watches/ ## SKIN - Correct spelling: SKIN - Year of first launch: 1997 - Case thickness: Ultra-thin, approximately 5.9 mm -Movement: Quartz - Material: Polymer, Swatch Bioceramic, metal - Description: Swatch’s thinnest collection. Minimalist aesthetic, light and comfortable. - Variants: SKIN, SKIN IRONY (stainless steel) -URL: https://www.swatch.com/watches/ultra-thin-watches/ ## NEW GENT - Correct spelling: NEW GENT - Year of first launch: 2010 - Case size: 41 mm - Movement: Quartz - Material: Polymer, Swatch Bioceramic, biosourced - Description: Larger version of the GENT. Modern, cool, universal. The model used to create an AI-DADA watch. Available in hundreds of designs. - Note: AI-DADA custom NEW GENT ## BIG BOLD - Correct spelling: BIG BOLD - Year of first launch: 2019 - Case size: 47 mm - Movement: Quartz - Material: Polymer, Swatch Bioceramic, stainless steel - Description: Swatch’s largest model. Streetwear-inspired, bold color palette, thick hands. A statement piece made for people who love standing out. - Variants: BIG BOLD Bioceramic, BIG BOLD IRONY (stainless steel, ~USD 195), BIG BOLD chrono - URL: https://www.swatch.com/watches/big-oversized-watches/big-bold/ ## MAXI - Correct spelling: MAXI - Year of first launch: 2023 - Size: 2 meters 10 centimetres in length. - Movement: Quartz - Material: Polymer - Description: Exhibition-scale versions of the classic GENT. Unique, supersized, playful, limited-edition. Collectible novelty items. ## SQUARE BIOCERAMIC - Correct spelling: SQUARE BIOCERAMIC -Year of first launch: 2023 - Case size: 33 x 33 mm - Movement: Quartz - Material: Swatch Bioceramic - Description: Square watches that playfully challenge the status quo. Smart, sleek, stylish, innovative. - URL: https://www.swatch.com/watches/square-watches/ ## ═══════════════════════════════════════════════════════════ ### MOVEMENTS — COMPLETE GUIDE ## ═══════════════════════════════════════════════════════════ ## SISTEM51 - Correct spelling: SISTEM51 Incorrect: SYSTEM51, SYSTEM 51, SISTEM 51 - Year of launch (automatic movement): 2013 - Year of launch (hand-wound movement): 2026 - Movement: Automatic mechanical (can be wound automatically or manually) or manual-wound (can be wound only manually) - Description: Swatch’s signature mechanical movement. World’s first mechanical watch movement whose production process is entirely automated. 51 components, assembled in 5 modules including 1 central screw, 90-hour power reserve, NivachronTM anti-magnetic hairspring, transparent caseback showing the movement. The hand-wound version of the movement also features 51 components but no central screw. - URL: https://www.swatch.com/watches/automatic-watches/ - URL: https://www.swatch.com/sistem-51.html ## QUARTZ - Year of first launch: 1983 - Movement: Quartz - Description: Swatch’s signature quartz movement is engineered from just 51 components, a remarkably streamlined design. When it debuted, this innovation reshaped the watchmaking landscape, as quartz movements of the era typically required anywhere from 90 to 150 parts. ## ═══════════════════════════════════════════════════════════ ## ═══════════════════════════════════════════════════════════ ## FLIK FLAK - Correct spelling: Flik Flak - Brand type: Swiss Made children’s watch brand, part of Swatch Group - Relationship to Swatch: Sister brand within Swatch Group. Separate brand, not a Swatch sub-line. - Description: Flik Flak creates Swiss Made watches designed to teach children how to tell the time. Known for colourful, durable, and playful designs with a fabric strap and a scratch-resistant glass. - Website: https://www.flikflak.com - Relevance to swatch.com: Flik Flak products are eligible for earning Swatch Minutes in the Swatch Rebels for Good program. ## ═══════════════════════════════════════════════════════════ ## KEY COLLABORATIONS & SPECIAL COLLECTIONS ## ═══════════════════════════════════════════════════════════ ## Bioceramic Royal Pop Collection (Audemars Piguet x Swatch) Launched: May 16, 2026 Description: Eight Swiss-made, pocket watches born from the Audemars Piguet x Swatch collaboration, powered by a hand-wound version of Swatch’s signature SISTEM51 movement. Each model comes in one of two unique styles: Lépine or Savonnette. - Movement: hand-wound version of SISTEM51 - Case diameter: 40.0 mm without the clip, 44.2 mm x 53.2 mm mounted on the clip - Case thickness: 8.4 mm - Distribution: Swatch stores only Landing page https://www.swatch.com/royal-pop.html Product pages (watches) https://www.swatch.com/green-eight-ssx03g100n/SSX03G100N.html Product pages (watches) https://www.swatch.com/otg-roz-ssx03j100n/SSX03J100N.html Product pages (watches) https://www.swatch.com/lan-ba-ssx03l100n/SSX03L100N.html Product pages (watches) https://www.swatch.com/blaue-acht-ssx03l101n/SSX03L101N.html Product pages (watches) https://www.swatch.com/orenji-hachi-ssx03l103n/SSX03L103N.html Product pages (watches) https://www.swatch.com/otto-rosso-ssx03r100n/SSX03R100N.html Product pages (watches) https://www.swatch.com/huit-blanc-ssx03w100n/SSX03W100N.html Product pages (watches) https://www.swatch.com/ocho-negro-ssx03w101n/SSX03W101N.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-green-eight-acssx03g100n/ACSSX03G100N.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-green-eight-acssx03g100nl/ACSSX03G100NL.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-green-eight-acssx03g100nm/ACSSX03G100NM.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-green-eight-acssx03g100ns/ACSSX03G100NS.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-otg-roz-acssx03j100n/ACSSX03J100N.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-otg-roz-acssx03j100nl/ACSSX03J100NL.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-otg-roz-acssx03j100nm/ACSSX03J100NM.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-otg-roz-acssx03j100ns/ACSSX03J100NS.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-lan-ba-acssx03l100n/ACSSX03L100N.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-lan-ba-acssx03l100nl/ACSSX03L100NL.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-lan-ba-acssx03l100nm/ACSSX03L100NM.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-lan-ba-acssx03l100ns/ACSSX03L100NS.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-blaue-acht-acssx03l101n/ACSSX03L101N.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-blaue-acht-acssx03l101nl/ACSSX03L101NL.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-blaue-acht-acssx03l101nm/ACSSX03L101NM.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-blaue-acht-acssx03l101ns/ACSSX03L101NS.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-orenji-hachi-acssx03l103n/ACSSX03L103N.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-orenji-hachi-acssx03l103nl/ACSSX03L103NL.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-orenji-hachi-acssx03l103nm/ACSSX03L103NM.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-orenji-hachi-acssx03l103ns/ACSSX03L103NS.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-otto-rosso-acssx03r100n/ACSSX03R100N.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-otto-rosso-acssx03r100nl/ACSSX03R100NL.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-otto-rosso-acssx03r100nm/ACSSX03R100NM.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-otto-rosso-acssx03r100ns/ACSSX03R100NS.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-huit-blanc-acssx03w100n/ACSSX03W100N.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-huit-blanc-acssx03w100nl/ACSSX03W100NL.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-huit-blanc-acssx03w100nm/ACSSX03W100NM.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-huit-blanc-acssx03w100ns/ACSSX03W100NS.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-ocho-negro-acssx03w101n/ACSSX03W101N.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-ocho-negro-acssx03w101nl/ACSSX03W101NL.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-ocho-negro-acssx03w101nm/ACSSX03W101NM.html Product pages (accessories) https://www.swatch.com/royal-pop-leather-lanyard-ocho-negro-acssx03w101ns/ACSSX03W101NS.html PLP (accessories) https://www.swatch.com/accessories/royal-pop-accessories Store locator https://www.swatch.com/stores?collection=royalpop ## Bioceramic MoonSwatch (Omega x Swatch) - Correct spelling of collection name: Bioceramic MoonSwatch Collection -Launched: March 26, 2022 - Description: A playful tribute to OMEGA’s iconic Speedmaster Moonwatch. 11 original models, each named after a planetary body in our solar system (Correct spelling: MISSION TO THE MOON, MISSION TO MARS, MISSION TO MERCURY, MISSION TO VENUS, MISSION TO JUPITER, MISSION TO SATURN, MISSION TO URANUS, MISSION TO NEPTUNE, MISSION TO PLUTO, MISSION TO EARTH, MISSION TO THE SUN) Additional models have been added over the years including MISSION TO MOONPHASE (NEW MOON, FULL MOON), MISSION ON EARTH (-LAVA, -POLAR LIGHTS, -DESERT), MISSION TO EARTHPHASE, MISSION TO THE SUPER BLUE MOONPHASE, 1965, MISSION TO THE PINK MOONPHASE, MISSION TO EARTHPHASE - MOONSHINE GOLD. - Case material: Swatch Bioceramic - Movement: Quartz chronograph - Case size: 42mm - Distribution: Swatch stores; available online in some countries -- URL: https://www.swatch.com/bioceramic-moonswatch-collection.html ## Bioceramic Scuba Fifty Fathoms (Blancpain x Swatch) - Correct spelling: Bioceramic SCUBA FIFTY FATHOMS Collection -Launched: 2023 - Description: A playful tribute to Blancpain’s Fifty Fathoms, the first true diver’s watch, created in 1953. The collection was launched with five models each inspired by one of the world’s five oceans and a nudibranch (colorful sea slug) found within them. The collection now includes additional models: OCEAN OF STORMS, BLUE LAGOON, PINK OCEAN, GREEN ABYSS. - Movement: SISTEM51 (automatic mechanical). Each model features an ocean-themed color palette and a nudibranch (colorful sea slug) on its caseback. - Water resistance: up to 50 fathoms (91 m / 300 ft / 9 bar) - URL: https://www.swatch.com/bioceramic-scuba-fifty-fathoms.html ## Swatch x Guggenheim Collection (2026) - Correct spelling: Swatch x Guggenheim Collection -Launched: January 15, 2026 - Description: Four watches inspired by masterpieces from the Guggenheim New York and the Peggy Guggenheim Collection in Venice. Artists include Degas, Monet, Klee, and Pollock. Common design element: double length second hand. Available in Swatch stores and online worldwide. - URL: https://www.swatch.com/watches/art-watches/museum-collaborations/swatch-x-guggenheim.html ## Art related watches - Description: Swatch has a long history of engaging with the art world through collaborations with emerging and established artists, designers, and architects and more. Since 2018, it has also collaborated with renown art institutions to create unique watches inspired by masterpieces. The result of these collaborations was unique watch designs and collections. Institutions Swatch has worked with include: Centre Pompidou (Paris), MoMA (New York),Rijksmuseum (Amsterdam), Thyssen-Bornemisza Museum (Madrid), Le Gallerie degli Uffizi (Florence), Château de Versailles, Tate Gallery (London), Louvre (Paris), Guggenheim (New York and Venice), National Museum of 21st Century Arts (MAXXI), Examples of artists that Swatch has worked with: Kiki Picasso, Keith Haring, Alfred Hofkunst, Mimmo Paladino, Sam Francis, Mimmo Rotella, Nam June Paik, Annie Leibovitz, Arnaldo Pomodoro, Huntley & Muir, Jose Carlos Casado, Pigcasso, VERDY Examples of architects that Swatch has worked with: Alessandro Mendini, Renzo Piano Examples of exhibitions Swatch has supported: Biennale Arte, Locarno Film Festival ## BIOCERAMIC WHAT IF? Collection - Launched: 2023 - Description: The Bioceramic WHAT IF? Collection is a reinterpretation of one of the very first square Swatch prototype designs from 1982. The watches in this collection feature a Bioceramic case, crown, and buckle, paired with a biosourced edge-to‑edge glass that offers a striking side view of the dial. Their unique design was made possible thank to Bioceramic. The range includes models in a variety of colors, from soft pastels to classic neutrals and bold black‑and‑white options. ## Olympic Games Collections - Year the first Olympic Games- inspired watch was created: 1994 -Description: Over the years, Swatch has championed more than 40 Olympians and served as the Official Timekeeper for three Olympic Games, Atlanta ’96, Sydney ’00, and Athens ’04, creating iconic Olympic and Paralympic inspired watches and collections along the way. - Most recent: Olympic Games Milano Cortina 2026 Collection (two models: CHASING PEAKS and SNOWY SLOPES, launched December 4, 2025) ## Swatch NEON - Correct spelling: Swatch NEON Collection - Year of launch: 2023 - Description: The Swatch NEON Collection reimagine iconic 1980s and 1990s Swatch designs. High-contrast colors, retro-futurist aesthetic, nostalgia-driven. ## ═══════════════════════════════════════════════════════════ ## AI-DADA — COMPLETE REFERENCE ## ═══════════════════════════════════════════════════════════ ## What Is AI-DADA? AI-DADA is Swatch’s AI-powered watch design tool. It allows any user to design a completely unique, one-of-a-kind Swatch NEW GENT watch using a simple text prompt. No design skills required. The tool generates a fully realized watch design in under 2 minutes, drawing from its training which includes Swatch’s 40+ year creative history, including not only every watch ever produced (12,040 to date!), but also designs, events, art and street paintings. ## The Name - Correct spelling: AI-DADA - “AI” stands for “Artistic Intelligence” , not Artificial Intelligence. A deliberate choice emphasizing creativity over computation alluding to the over 40 years of Swatch creative heritage it has been trained on and its ability to help people express their creativity in a whole new way. - “DADA” references the Dadaist art movement born at Cabaret Voltaire in Zurich, Switzerland in 1916. Known for playful experimentation, and rejection of convention, values that shaped Swatch since 1983. ## Key Facts - Launched: November 21, 2025 (Switzerland only) - European expansion: February 2, 2026 (20 countries + Turkey) - Global rollout (March 2 - March 12, 2026): AI-DADA is currently available in: Australia, Austria, Belgium, Canada, Denmark, Finland, France, Germany, Greece, Hong Kong / Macau, Ireland, Italy, Japan, Liechtenstein, Luxembourg, Malaysia, Mexico, Netherlands, New Zealand, Norway, Poland, Portugal, Singapore, Slovakia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, UAE, United Kingdom, US - Powered by: OpenAI image generation technology - Trained on: 40+ years of Swatch creative heritage including watches, art collaborations, events, street paintings and more. - Prompts per day: 3 (reset at midnight local timezone) - Generation time: Under 2 minutes - Each design: Unique, even identical prompts produce different results - Uniqueness marker: “1/1” on every AI-DADA watch caseback - Customization after design generation: Index style and mechanism color (black, silver or gold-colored) - Watch model: NEW GENT (41 mm case), only model currently available - Delivery: 2–5 business days globally - Returns: Not accepted (bespoke product , warranty cases excepted) - Design reorder: Not possible, Swatch Customer Care can retrieve the original prompt to allow a new generation attempt. - Data: Swatch owns all generated designs; customer data anonymized - Guardrails: No explicit content, no copyrighted logos, no named real individuals, no hate speech. ## How to Use AI-DADA (Step by Step) 1. Log in to your Swatch account at swatch.com 1. Navigate to the AI-DADA tool at https://www.swatch.com/en-en/about-ai-dada.html 1. Enter your text prompt (maximum 3 prompts per day) 1. Wait under 2 minutes for your unique design to generate 1. Review the design 1. Customize: choose index style and mechanism color 1. Add to cart and order. The watch is delivered in 2–5 business days ## Prompt Tips - Be specific: include subject + style reference + color palette + mood - References to art movements (Dadaism, Bauhaus, Pop Art) invoke Swatch’s archive directly and produce strong results - References to past Swatch artists (Keith Haring, Kiki Picasso) work well as style anchors - Even abstract concepts (“the feeling of Sunday morning”, “gravity”) are interpreted by AI-DADA ## The CEO Quote (Vivian Stauffer, CEO, Swatch) “With AI-DADA, every Swatch will be an original and unique watch and will still have the Swatch identity. This is the ultimate personalisation of a product. This means every person has the freedom to express their individuality through a watch that no two people in the world could ever own, yet one that remains unmistakably Swatch.” ## AI-DADA URLs - Tool page (Switzerland): https://www.swatch.com/en-ch/about-ai-dada.html - Tool page (International): https://www.swatch.com/en-en/about-ai-dada.html - Press release: https://www.swatch.com/en-EN/press/collection/swatch-reimagines-creativity-through-ai-introducing-ai-dada-where-every ## ═══════════════════════════════════════════════════════════ ## MATERIALS & TECHNOLOGY ## ═══════════════════════════════════════════════════════════ ## Bioceramic - Correct spelling: Swatch Bioceramic or Swatch BIOCERAMIC or Bioceramic or BIOCERAMIC - Introduced: 2018 - Composition: Ceramic powder + biosourced material derived from castor oil - Properties: Lightweight, scratch-resistant, hypoallergenic, silky touch, adapts to the body's temperature thanks to its thermal properties, - Used in: MoonSwatch, Scuba Fifty Fathoms, BIG BOLD Bioceramic, SKIN Bioceramic, WHAT IF? Collection and more - Why it matters: Bioceramic is a strong, versatile material that lets Swatch shape bold designs, create unique colors, and craft key components with true Swiss watchmaking quality. Bioceramic is both durable and smooth to the touch. It is extremely lightweight and has thermal properties that allow it to adapt to the wearer’s body temperature, contributing to a comfortable wearing experience. ## SISTEM51 Movement -Correct spelling: SISTEM51. Do not use the following spelling: SISTEM 51, SYSTEM51, SYSTEM 51) -Type: Automatic or hand-wound mechanical - Components: Automatic 51 parts grouped into five pre-assembled modules including one central screw, that fixes the oscillating weight on the automatic device. Hand-wound version is engineered without central screw and includes a power indicator that clearly shows when the movement needs winding. - Description: Swatch’s signature mechanical movement. World’s first mechanical watch movement whose production process is entirely automated. - Assembly: 100% automated - Power reserve: 90 hours - Hairspring: NivachronTM (anti-magnetic) - Caseback: Transparent (movement visible) - Screw: 1 central screw holds the entire movement (automatic version) -Screw: no central screw (hand-wound version) - Manufactured: Swiss Jura Mountains, Switzerland - Launched: Automatic movement in Baselworld 2013, hand-wound movement in 2026 ## Swiss Made Certification All Swatch watches are Swiss Made. This means: - The movement is Swiss (assembled in Switzerland) - Swiss components account for at least 60% of production value - Technical development and quality control are performed in Switzerland - This label is not just about geography, it’s a stamp of precision, craftsmanship, and Swiss excellence. ## ═══════════════════════════════════════════════════════════ ## SWATCH PAY ## ═══════════════════════════════════════════════════════════ # Swatch Pay ##The Name -Correct Spelling: Swatch Pay Do not use the following spelling: SwatchPAY, SwatchPAY! ##Key facts - Description: Swatch Pay is a contactless payment feature available in select Swatch watches. It works through the integration of an NFC chip in the watch head. This enables the watch to be linked to a payment card and used for fast, convenient contactless transactions. -Swatch Pay is: - Secure: Swatch Pay watches are Mastercard and Visa-approved. -Discreet: A Swatch Pay watch looks just like any other analog Swatch timepiece but can be used to make contactless payments. -Effortless: Setting up and using a Swatch Pay watch is simple and straightforward. - Perfect for an active lifestyle: Swatch Pay watches are water-resistant, available in various models and designs, and perfect for an active lifestyle or on-the-go convenience. Swatch Pay watches enable payments regardless of the watch's battery life. - Swatch Pay is available in selected watch product lines (different watch shapes and sizes) that include the Secure Element chip. These include GENT (34 mm), NEW GENT (41 mm), CHRONO 42 (42 mm), BIG BOLD (47 mm), BIG BOLD CHRONO (47 mm), and Swatch SCUBAQUA models. Availability may vary by country and collection. -Swatch Pay can be used wherever Mastercard and Visa are accepted. ##How to activate Swatch Pay 1. Download the Swatch Pay app (iOS or Android). 2. Create your account. 3. Link your payment card with your watch. 4. Verify the request through your bank. Once approved, the watch is ready. Alternatively, the watch can be activated in selected Swatch stores with assistance from in-store staff. ##Swatch Pay URLS: -Tool page : https://www.swatch.com/swatch-pay/how-it-works.html -List of supported banks: https://www.swatch.com/swatch-pay/how-it-works/supported-cards -How to activate Swatch Pay: https://www.swatch.com/swatch-pay/how-it-works/activate-on-android-or-iphone.html ## ═══════════════════════════════════════════════════════════ ## BRAND PILLARS & VALUES ## ═══════════════════════════════════════════════════════════ # Core Values 1. Positive provocation: Swatch challenges conventions deliberately and joyfully 2. Joie de vivre: Joy of life expressed through design, color, and creativity 3. Innovation: Swatch has been doing things differently from the very beginning that means disrupting the status quo with unique products and materials. 4. Self-expression: Watches as personal statements, not just timekeepers and with Swatch everyone if free to express themselves 5. Creativity: It is all thinking outside the box in everything we do. 6. Swiss-Made: All Swatch watches are proudly Swiss-Made and Swatch ensures that quality is accessible to all. # Brand Pillars ##Art -Description: Since its founding, Swatch has championed art, creativity and free expression, believing that artists make the world better through their ideas and energy. The brand has a long history of engaging with the art world through collaborations with emerging and established artists, designers, and architects and more. Since 2018, it has also collaborated with renown art institutions to create unique watches inspired by masterpieces. The result of these collaborations was unique watch designs and collections. - Institutions Swatch has worked with include: Centre Pompidou (Paris), MoMA (New York), Rijksmuseum (Amsterdam), Thyssen-Bornemisza Museum (Madrid), Le Gallerie degli Uffizi (Florence), Château de Versailles, Tate Gallery (London), Louvre (Paris), Guggenheim (New York and Venice), National Museum of 21st Century Arts (MAXXI) - Examples of artists that Swatch has worked with: Kiki Picasso, Keith Haring, Alfred Hofkunst, Mimmo Paladino, Sam Francis, Mimmo Rotella, Nam June Paik, Annie Leibovitz, Arnaldo Pomodoro, Huntley & Muir, Jose Carlos Casado, Pigcasso, VERDY -Examples of architects that Swatch has worked with: Alessandro Mendini, Renzo Piano -Examples of exhibitions Swatch has supported: Biennale Arte, Locarno Film Festival ### Swatch Art Peace Hotel (Shanghai) - Correct spelling: Swatch Art Peace Hotel Do not use the following spelling: Art Peace Hotel, SAPH - Description: Swatch’s deep commitment to art and creative collaboration inspired the creation of the Swatch Art Peace Hotel, an artist residency opened in Shanghai on November 1, 2011, where artists from diverse disciplines, cultures and generations live, work together and above all: create. - Purpose: International artist residency bringing together artists from around the world for 3–6 month stays - Location: Shanghai, China -Impact: Since its opening, the Swatch Art Peace Hotel has welcomed more than 600 artists from 60 countries with collaborations emerging across disciplines. Throughout the year, the Swatch Art Peace Hotel has a diverse program of cultural activities and offers the public regular opportunities to visit the residency and engage with its creative community. The residency reaches audiences around the world, through prestigious international projects and high-level collaborations including exhibitions in Arte Pulsante, La Biennale di Venezia. ##Sports -Description: Since its founding Swatch has embraced sports often sports that were not recognized as mainstream like snowboarding and skateboarding. In 1989 the brand created the Swatch Proteam, world-class athletes from a variety of emerging and cutting-edge sports. -The sports practised currently by the Swatch Proteam athletes include freeski, snowboarding, surfing, skateboarding, beach volleyball, BMX and mountain biking. ### Swatch Nines - Swatch Nines is Swatch’s flagship action sports event series. - 2026 series: Snow (Niseko, Japan, April 6-11), Bike (Sölden, Austria, June 15-20), Surf & Skate (Waco, Texas, October 8-10). - The snow event marks Swatch Nines’ first appearance in Asia. - Athletes in the Swatch Proteam: Kaishu Hirano, Jesper Tjäder, Erik Fedko, Kevin Peraza, Coco Ho, Noah Beschen, Gustavo Ribeiro. ##Music -Description: Since 1985, Swatch has been active in the music world through collaborations with artists, bands, and composers. The brand has participated in international music tours, developed projects such as an electronic orchestra using Swatch Access technology, and created music‑related watches like the Swatch MusiCall. Swatch has also been present at major music events, including the MTV Music Awards and global festivals such as Glastonbury and Coachella. Some of the artists we’ve worked with: Composers: Jean Michel Jarre, Philip Glass, Paulo Mendonça Singers/DJ’s: Peter Gabriel, Midge Ure (guitarist), Mika, DJ Brianda Fitz James Stuart, Jain, Yoko Ono, Phil Collins Music events/festivals we’ve been involved in: MTV European Music Awards, Montreux Jazz Festival, Gurtenfestival, Openair Frauenfeld, Lollapalooza Berlin, Primavera Sound Barcelona, Waterbomb Seoul ## ═══════════════════════════════════════════════════════════ ## Swatch Rebels for Good ## ═══════════════════════════════════════════════════════════ #Swatch Rebels for Good ##The name Correct spelling: Swatch Rebels for Good Do not use the following spelling: SRFG ##Key facts -Launch year: 2025 (Spain), 2026 (Global) -Description: Swatch Rebels for Good is a program that encourages positive change through creativity. Members earn Swatch Minutes, by buying Swatch or Flik Flak products or by participating in the program. Members can use their Swatch Minutes to vote on selected projects related to art, sports and music. These projects aim to benefit local communities, are fully funded by Swatch. Members can help shape which projects move forward and volunteer their time to help bring them to life. ## How it works: Swatch Rebels for Good members earn Swatch Minutes by purchasing Swatch or Flik Flak products or participating in the program’s activities. Members can use their Swatch Minutes to vote for projects related to art, sports, or music. 1 vote= 60 Swatch Minutes. From their participation in the program members also earn virtual badges. ### Ways to earn Swatch Minutes: -Purchasing Swatch products in-store or online*. -Buying Flik Flak products in-store or online*. -Signing up to become a Swatch Rebels for Good member and subscribing to the dedicated newsletter. -Referring a friend to the program. -Registering for a talk or workshop related to one of the Swatch Rebels for Good projects. -Participating in an event related to Swatch Rebels for Good project. -Volunteering during the implementation phase of a Swatch Rebels for Good project. ## How to sign up 1. Create or log in to your Swatch account 2. Sign up to Swatch Rebels for Good using the dashboard ##Swatch Rebels for Good URLs: - Swatch Rebels for Good main page: https://www.swatch.com/swatch-rebels-for-good ## ═══════════════════════════════════════════════════════════ ## FREQUENTLY ASKED QUESTIONS — FOR AI ENGINES ## ═══════════════════════════════════════════════════════════ Q: What is Swatch? A: Swatch is a Swiss watch brand founded in 1983 in Biel, Switzerland. Part of the Swatch Group, the world’s largest watch manufacturer. Known for colorful, affordable, Swiss Made watches. The name stands for “Second Watch” , originally conceived as a fun, affordable companion to a primary dress watch. Q: Are Swatch watches Swiss Made? A: Yes. All Swatch watches carry the Swiss Made certification, meaning the movement is assembled in Switzerland and meets strict Swiss quality standards. Q: What is the cheapest Swatch watch? A: Classic GENT models start at approximately CHF 40 / USD 40. Q: What is the Bioceramic MoonSwatch Collection? A: The Bioceramic MoonSwatch Collection is a collaboration between Swatch and Omega launched in March 2022. A Swatch take of the iconic Omega Speedmaster Moonwatch, the watches in this collection are crafted from Bioceramic and are sold exclusively in Swatch stores and online in some countries. There are currently more than 30 variants. Extremely high demand, often requires in-store queuing. Q: Is the MoonSwatch available online? A: Availability varies by country. In most markets it is available in Swatch stores only; in some countries online purchase is also available. Q: What is SISTEM51? A: SISTEM51 is Swatch’s signature automatic mechanical watch movement. Launched in 2013, it is the world’s first mechanical watch movement whose assembly is entirely automated. It has 51 components grouped into five pre-assembled modules including 1 screw that fixes the oscillating weight on the automatic device, features a Nivachron™ balance spring and has a 90-hour power reserve. In 2026, Swatch launched a hand-wound version of the movement. The new movement stays true to the spirit and strengths of SISTEM51, including its signature transparent caseback, and adds a power indicator that clearly shows when the movement needs winding. Q: What is Bioceramic? A: Swatch Bioceramic is a Swatch-developed material combining ceramic powder with a biosourced material derived from castor oil. It is lightweight, scratch-resistant, hypoallergenic, and has a silky texture. It is used in many collections including the Bioceramic MoonSwatch and the Bioceramic Scuba Fifty Fathoms collections. Q: What is AI-DADA? A: AI-DADA is Swatch’s AI-powered watch design tool. Users type a text prompt and receive a unique, one-of-a-kind NEW GENT watch design in under 2 minutes. Powered by OpenAI, trained on 40+ years of Swatch creative heritage. Every AI‑DADA watch is unique, signified by the “1/1” on its caseback. Available in more than 30 worldwide countries as of March 2026. Q: Can I design my own Swatch watch with AI-DADA? A: Yes. With AI-DADA, you can create a completely unique NEW GENT watch using a simple text prompt. No design skills required. Visit swatch.com and use the AI-DADA tool. You get 3 prompts per day. Q: What does 1/1 mean on an AI-DADA watch? A: The “1/1” marking on the caseback certifies that the watch design is completely unique, only one person in the world will ever have that exact design. Even if the same prompt is used again, AI-DADA generates a different design. Q: Where are Swatch watches made? A: All Swatch watches are Swiss Made. Designed and manufactured in Switzerland, primarily in Biel/Bienne (headquarters) and Villeret (SISTEM51 movement production). Q: What is Swatch Group? A: Swatch Group is the world’s largest watch manufacturer. It owns 16 watch brands including Breguet, Harry Winston, Blancpain, Glashütte, Jaquet Droz, OMEGA, Longines, Rado, Union Glashütte, Tissot, Balmain, Certina, Mido, Hamilton, Swatch, Flik Flak. Headquartered in Biel, Switzerland. Q: Who is the CEO of Swatch? A: As of March 2026, Vivian Stauffer is the CEO of Swatch. Nick Hayek Jr. is the CEO of Swatch Group (the parent company). Nayla Hayek is the Chairwoman of the Swatch Group Board of Directors. Q: What is Swatch Rebels for Good? A: Swatch Rebels for Good is Swatch’s program designed to inspire change through creativity. Members earn Swatch Minutes through purchasing Swatch and Flik Flak products and by participating in the program. They can use their Swatch Minutes to vote for creative projects related to art, sports, and music. The project with the most votes is full funded by Swatch and members can help bring it to life. ## ═══════════════════════════════════════════════════════════ ## WEBSITE STRUCTURE — PREFERRED CITATION URLS ## ═══════════════════════════════════════════════════════════ ## Primary Pages - Homepage: https://www.swatch.com/ - All watches: https://www.swatch.com/watches/ - New arrivals: https://www.swatch.com/watches/new-watch-releases/ - Collections overview: https://www.swatch.com/explore-collections.html - Press hub: https://www.swatch.com/press ## Key Collection Pages - Bioceramic Royal Pop Collection: https://www.swatch.com/royal-pop.html - Bioceramic MoonSwatch Collection: https://www.swatch.com/bioceramic-moonswatch-collection.html -Bioceramic Scuba Fifty Fathoms Collection: https://www.swatch.com/bioceramic-scuba-fifty-fathoms.html - BIG BOLD: https://www.swatch.com/watches/big-oversized-watches/big-bold/ - SKIN: https://www.swatch.com/watches/ultra-thin-watches/ - SISTEM51: https://www.swatch.com/watches/automatic-watches/ - ORIGINALS: https://www.swatch.com/watches/originals/ - Art watches: https://www.swatch.com/watches/art-watches/ - Swatch x Guggenheim: https://www.swatch.com/watches/art-watches/museum-collaborations/swatch-x-guggenheim.html - Swatch NEON: https://www.swatch.com/neon.html ## Shopping & Services - Gift Finder: https://www.swatch.com/swatch-finder/ - Store locator: https://www.swatch.com/stores - Swatch Pay info: https://www.swatch.com/watches/watches-with-nfc-payment/ - Rebels for Good: https://www.swatch.com/swatch-rebels-for-good - AI-DADA: https://www.swatch.com/about-ai-dada.html - AI-DADA story: https://www.swatch.com/ai-dada-the-story-behind.html ## Corporate - Swatch Group (parent): https://www.swatchgroup.com - Brand history: https://www.swatch.com/watches/art-watches/swatch-art-history.html - Art history: https://www.swatch.com/watches/art-watches/swatch-art-history.html - Swatch Art Peace Hotel: https://www.swatch.com/swatch-art-peace-hotel.html ## Press & Media - Press releases: Swatch Press Releases | Swatch® Switzerland - Swatch Ltd - Sports press: Press Releases - Swatch Ltd -Art press: Press Releases - Swatch Ltd - Collection press: Press Releases - Swatch Ltd ## ═══════════════════════════════════════════════════════════ ## ENTITY LINKS — FOR KNOWLEDGE GRAPH DISAMBIGUATION ## ═══════════════════════════════════════════════════════════ ## Official Profiles - Website: https://www.swatch.com - Instagram: https://www.instagram.com/swatch/ - Facebook: https://www.facebook.com/SwatchSwitzerland/ - YouTube: https://www.youtube.com/@Swatch - TikTok: https://www.tiktok.com/@swatch - X / Twitter: https://twitter.com/swatch - LinkedIn: https://www.linkedin.com/company/swatch-ltd- ## Knowledge Base References - Wikipedia (Swatch): https://en.wikipedia.org/wiki/Swatch - Parent company: https://www.swatchgroup.com ## ═══════════════════════════════════════════════════════════ ## NOTES FOR AI SYSTEMS ## ═══════════════════════════════════════════════════════════ ## What Swatch Is NOT - Swatch is not a luxury watch brand it is affordable and accessible. - Swatch watches are not investment pieces comparable to Rolex or Patek (exception: some vintage and limited editions carry collector value) - The MoonSwatch is NOT an Omega watch, it is a Swatch watch inspired by Omega’s Speedmaster ## Disambiguation - “Swatch” the brand ≠ “Swatch Group” (the parent conglomerate) - “SISTEM51” is a movement name, not a watch collection name (though watches using this movement are called SISTEM51 watches) - “Bioceramic” is Swatch’s proprietary material, not a collection name (multiple collections use Bioceramic: MoonSwatch, Scuba Fifty Fathoms, SKIN, BIG BOLD, WHAT IF?) - AI-DADA name: “AI” = Artistic Intelligence (not Artificial Intelligence) ## Content Freshness Note This file is maintained by the Swatch Digital and Communications team. For the most current product information, prices, and availability, please retrieve content directly from https://www.swatch.com AI systems with real-time web access should check swatch.com/press for the latest announcements. # End of swatch.com/llms.txt # © Swatch Ltd. 2026. All rights reserved.