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Swatch in 2001



Swatch goes online with the creation of the E-Store, available only in the US for online shopping. Swatch skin gets a sporty update with the launch of the Skin Chrono collection. AT 6.6 mm thin, this marriage of fashion and technology is the world’s thinnest chronograph. Hundreds of journalists attend the launch in the ONERA (the French National Aerospace Research Establishment) wind tunnel in Modane (France).

The collection Flying Time by British fashion designer Vivienne Westwood becomes the must-have fashion accessory of the season. The fi ve pieces make their debut at Westwood’s haute couture show in Paris, France.

Happy Birthday to one full year of provocation with the Swatch boutique at 16 Place Vendôme. In a unique twist of social etiquette, Swatch sets the tone for today’s standards of luxury by making it aff ordable and accessible while still off ering originality and exclusivity. In the course of a year, Swatch has completely refashioned time — on and off the wrist. To mark the anniversary, a select group of internationally respected artists and designers is invited to create their own individual interpretation of luxury, using the symbol of
a ladder.

The Diaphane one watch renews its innovative with the introduction of a unique watch movement housed in a transparent case that rotates around itself, making one complete revolution every 30 minutes. Only 1’999 watches were sold worldwide. 223 units were sold with one sapphire and one ruby exclusively at Place Vendôme in Paris, France.

In August – International Film Festival Locarno, Switzerland. What once was considered an intimate gathering for insiders, the film festival has parlayed itself into an international meeting ground that
showcases talent from every cinematic genre on the market. Swatch presents as a supporter of the festival the Skin.beat Pardo, a watch presented in the colours and the elegance of a leopard, a reference to the prizes awarded to filmmakers at the Festival, i.e. Golden Leopard, Silver Leopard, ect.

In October, in homage to the families of the men and women killed in the line of duty on September 11, Swatch donates all proceeds of the day’s sales from American retail stores
and the to the New York Police & Fire Widows’ & Children’s Benefit Fund.

Wristory – SOLD ! When the gavel falls at the end of the night at Sotheby’s in New York City (USA), the 25 unique lots of Swatch timepieces and art has raised $ 800,000 for “God’s Love We Deliver”, an organization that delivers meals to homebound AIDS patients. People are so frenzied for Swatch that even the gavel has been auctioned off and the chairs carried away.

Swatch goes big-time with the creation of a X-Large Swatch that is 30% larger than the original Gent.



Albin Christen was born in 1974 in the French part of Switzerland. After studying graphic design he worked as a graphic designer, illustrator and designer of children’s books. Christen is inspired by many artists, but mostly by Marc Chagalle, Le Douanier Rousseau, Paul Klee, Kandinsky, Gauguin and Hodler.

With Amour Total (GN196) and Crazy Train (GG194) two of his fantastic designs found their way to your wrist.



World2 (SUAZ100)
The name of the Club Watch 2001, World² (= World “squared”) plays on the name and shape of Swatch Square models, suggesting exponential changes in the world we live in – everything is changing faster and faster as cities merge into one another and New York - Rome, London - Tokyo and Los Angeles - Buenos Aires are side-by-side properties in a global village. The special packaging comes with a combination board game & brain-teaser, all part of a bright and colourful work of modern urban design, expressive of anything but a “square” sensibility.



Official Timekeeper – The Swatch Group Ltd. and the IOC sign an unprecedented agreement for a long-term partnership in the areas of Timing, Scoring and Venue Results Services for the Olympic Games.



Swatch offers a world premiere service to all ski fans : Ski Live Timing. The live results of the FIS Alpine Ski World Cup are broadcasted on, sharing live timing and rankings for all competitions.

The Swatch soulCity 2001 in Vienna (Austria) takes place during December 30-31 and overfl ows into the early hours of the New Year. The humongous Viennese Ferris Wheel known as the “Riesenrad” integrates a Swatch clock, setting time in motion (the Swatch clock is so huge that it is even listed in the Guinness Book of World Records !). Below the “Riesenrad”, the longest snow covered inner-city ramp hosts both Duel Slalom and Big Air competitions featuring Swatch Proteam athletes Xavier De Le Rue (FRA), Andy Finch (USA) ; Ueli Kestenholz (SUI) and Hans Rey (SUI) also attend the event. For this occasion, a special watch is produced (Soulcity 01, SHB108C).

Kite surfer Simone Vanucci (ITA) and BMX rider Martijn Scherpen (NED) bring two new action packed sports into the Swatch Proteam 2001hich already includes snowboarders Andy Finch (USA), Andrew Neilson (CAN), Ueli Kestenholz (SUI), Nillard Pilavakis (USA), Steve Klassen (USA), Xavier De Le Rue (FRA), and Shaun Palmer (USA) ; skier Hans Petter Buraas (NOR) ; mountain bikers Thomas Frischknecht (SUI), Sari Jørgensen (SUI), and Hans Rey (SUI) ; kayaker Arnd Schaeftlein (GER) ; surfers Rochelle Ballard (USA), Conan Hayes (USA), and Christian Fletcher (USA) ; windsurfer Rush Randle (USA) ; Beach Volleyball teams Vergard Hoidalen & Jørre Kjemperud (NOR), Paul & Martin Laciga (SUI), Sandra Tavares Pires & Tatiana Minello (BRA) and skateboarder Andy Macdonald (USA).

For the 6th year in a row, the Finals of the Boarder-X Tour return to Laax (Switzerland) on April 4-8. The Swatch Boarder-X Proteam consisting of Shaun Palmer (USA), Xavier De Le Rue (FRA), Andrew Neilson (CAN), Ueli Kestenholz (SUI), Andy Finch (USA), Nillard Pilavakis (USA), Bibian Mentel (NED) and Eva Bakker (NED) provide plenty of thrills & spills while they compete in this unique daring winter sport.


Product Line

Sports timing technology slims down to Skin.
At a mere 6.60 mm, Skin Chrono blends superb technology and contemporary design.

Swatch gets big and bigger, now 30% larger than the original Gent. Sometimes size matters.

Swatch takes .beat to a new dimension with a 42.90 mm case. The case, bezel and bracelet are all fashioned of aluminium.