The Swatch Group (OTCMKTS:SWGNF) is a Swiss-based manufacturer and distributor of watches, jewelry, and watchmaking components. Founded in 1983 through the merger of ASUAG and SSIH, the group rose to prominence by revitalizing the Swiss watch industry amid the quartz crisis of the 1970s and 1980s. Headquartered in Biel/Bienne, Switzerland, the company oversees a portfolio of renowned brands spanning entry-level to luxury segments, including Swatch, Tissot, Longines, Omega, Blancpain, Breguet, Harry Winston, and Glashütte Original.
Swatch Group’s core activities encompass the design, production and sale of complete watches as well as watch movements and components. Through its movement-manufacturing arm, ETA, the group supplies mechanical and quartz calibers to internal brands and third-party watchmakers. In addition, the group offers a range of jewelry products under lines such as Coeur de Lion and has expanded into electronic systems with SwatchPAY! contactless payment solutions integrated into select timepieces. Distribution is managed through a global network of company-owned stores, multi-brand retailers and e-commerce platforms.
Geographically, the Swatch Group maintains a diversified presence across Europe, North America, Asia and emerging markets. Key production facilities and research centers are concentrated in Switzerland, reflecting the company’s commitment to “Swiss Made” quality standards. Regional sales offices support localized marketing, customer service and after-sales support, catering to diverse consumer preferences from the luxury boutiques of Geneva and New York to high-traffic outlets in Shanghai and Dubai.
Leadership of the Swatch Group remains closely tied to the Hayek family. Nicolas G. Hayek Jr. serves as Chairman of the Board, while Nick Hayek Jr., his son, holds the role of CEO. Under their stewardship, the group has pursued vertical integration, investing in component manufacturing, digital technologies and sustainability initiatives. By combining heritage craftsmanship with innovation in materials and design, the Swatch Group continues to shape trends across the global watch and jewelry markets.
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