After enjoying stellar mainstream acceptance for decades, the Swiss watchmaking industry was brought to its knees by the Quartz Watch Crisis that lasted from 1970 to 1983. Towards the tail end of the crisis saw the birth of a new category of watches — fashion watches. Led by Swatch, makers of inexpensive plastic watches in 1983, and Fossil and Guess after, these wrist trinkets dominated the scene with colourful designs that became personal style statements. Owning a dresser full of fashion watches was not a foreign idea either, as it did not burn a hole in pockets.
Swatch’s collaboration with Kiki Picasso in 1984 and Andy Warhol’s protégé Keith Haring in 1986 amplified the appeal of fashion watches, which caught the eyes of luxury fashion houses. Chanel, Louis Vuitton and Fendi were amongst the vanguard that led the charge in 1987, 1988 and 1989, respectively and produced their range of wristwatches. In roughly those years, the Swiss watchmaking industry had recovered and managed to get back on its own two feet.
This story is from the September 2023 edition of MEN'S FOLIO Malaysia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the September 2023 edition of MEN'S FOLIO Malaysia.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Time Splitter
The TAG Heuer Monaco's latest incarnation at Watches & Wonders Geneva personifies Haute Horlogerie D'Avant-Garde.
One More Dance
Dior heads to one of Venice's most important bays for the Naumachia Ball, designed as the maison's third tribute to the glorious Italian city.
Life, In A Slow Dive
Despite the contradictions and opposing forces acting against Slowdive, the shoegaze pioneers have reunited a little more comfortable in their skin, a little surer in their voice, lifting their chins up a little higher to look into the bright-eyed, blissed-out audience that stand beyond their feet.
Turn A New Leaf
ZEGNA documents its essence in Born in Oasi Zegna: The Book-a vessel for legacy, a conduit for conversation through time, and a plethora of nature's amusements to inspire generations to come.
Setting The Scene
The introduction of the M Social brand in Europe makes staying at century-old European hotels anything but a stuffy, old-fashioned experience. Their secret? A refurbishment in 2021 that has varnished historical, opulent spaces for the interest of the youth, as seen at M Social Hotel Paris.
Italian Decadence
For its second instalment of Kingdom Collection, Royal Salute pays tribute to the magnificence of Italy.
Razor Thin
Piaget demonstrates their technicity in ultra-thin watchmaking with the Piaget Ultimate Concept Tourbillon.
Grade 2x-5
Bell & Ross renders the Bell & Ross BR X-5 with a monochromatic black and grey take.
Nature's Affinity
Grand Seiko's dressy variant of the much-loved \"White Birch\" materialises at Watches & Wonders Geneva with an alternate dial motif.
In Conversation With Laurent Lecamp
Montblanc Watch Division managing director Laurent Lecamp dissects the underlying message of this year's novelties.