The Swatch Group AG is a Switzerland-based manufacturer renowned for its wide range of wristwatches, watch movements and related components. Headquartered in Biel/Bienne, the company operates as one of the world’s leading watchmaking groups, offering timepieces across luxury, premium and accessible segments. In addition to watch production, the Swatch Group oversees jewelry manufacturing and supplies mechanical and quartz movements to both its own brands and external clients.
The group’s brand portfolio spans multiple market tiers, including high-end names such as Breguet, Blancpain and Harry Winston; prestigious makers like Omega, Longines and Glashütte Original; and accessible labels including Swatch and Tissot. Through its movement specialist ETA, the Swatch Group engineers and produces a broad spectrum of calibres, from basic quartz modules to complex mechanical tourbillons. This integrated approach to design, research and manufacturing enables the company to maintain control over quality while addressing diverse customer preferences.
Originally formed in 1983 from the merger of ASUAG and SSIH in response to the quartz crisis, the company rebranded as the Swatch Group in 1998. The introduction of the Swatch watch in the 1980s revitalized Switzerland’s watch industry, combining fashion-forward design with reliable Swiss craftsmanship. Over the decades, Swatch Group has expanded its global footprint through strategic brand acquisitions, in-house technological innovation and the development of a proprietary distribution network.
Today, the Swatch Group serves markets in Europe, North America, Asia and beyond, with a workforce of approximately 36,000 employees. The board is chaired by Nayla Hayek, while Nick Hayek Jr. serves as Chief Executive Officer, overseeing the group’s operations and long-term strategy. By balancing heritage brand stewardship with ongoing investment in research and production capabilities, the Swatch Group continues to uphold its reputation as a pillar of the Swiss watchmaking sector.
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