Swatch blue and black

Blue and black stripes on left side, crest design on the right with watch hands at 10:10 in the middle.

The face of the Sir Swatch watch which was part of Swatch's 1986 Spring/Summer collection. The Swatch brand became popular in the 1980s for its trendy timepieces. Swatch, a contraction of "second watch" was a successful attempt to get consumers to rethink the wrist watch. Instead of another stale, old, expensive piece of jewelry, the company introduced inexpensive, plastic, Swiss made watches carrying novel designs, colorful watchbands, and fun watch guards which made the product more of a fashion accessory than a time-keeping device. They also invited leading artists to create designs. Over the years, Keith Haring, Moby, Yoko Ono and Spike Lee among others, have created their own Swatch. Begun in 1983, the company has grown into the world's largest watch company, having acquiring several other leading brands.