"Gem of New Year" watch: The key of Swatch to marks a lunar new year

The Swiss watch brand has launched a new watch to celebrate the lunar new year. This is a smart move.

Swatch released "Gem of New Year" watch to mark the Lunar New Year 2019. This kind of watch is limited to 12,000 units.

In Chinese culture, red symbolizes luck, happiness, and celebration / Ph. Swatch

Gem of the Year is put in the pig-shaped box and there is an illustrated pig on the dial

Swatch - the Swiss watch brand founded in 1983 by Nicolas Hayek and a subsidiary of The Swatch Group. The Swatch product line was developed as a response to the "quartz crisis" of the 1970s and 1980s. This Swiss watch brand began to develop in the early 1980s, led by ETA SA CEO Ernst Thomke and a small group of watch engineers led by Elmar Mock and Jacques Müller.

The first collection of twelve Swatch models was introduced on March 1, 1983, in Zürich, Switzerland. Initially, prices ranged from CH90 39.90 to 49.90 CHF but were standardized to 50.00 CHF in the same year. With an aggressive marketing campaign and a relatively low price for a Swiss-made watch, it became instantly popular in the Swiss home market. Compared to regular watches, Swatch is 80% cheaper to manufacture by automating assembly and reducing the number of parts from 91 to above and down to only 51 components.

Lunar New Year 2019 falls on February 5 and marks the beginning of the Year of the Pig. This symbol is the twelfth zodiac sign.

The new watch has a red case and a gold dial with a silicon strap with yellow and red patterns. In Chinese culture, red symbolizes luck, happiness, and celebration.

Gold was also chosen as the color of the celebration, Swatch explained. It also symbolizes wealth and fortune, as well as pigs. The "Gem of NewYear" watches are available in selected travel retail stores at popular locations for Chinese tourists.

As announced, this watch is included in the Year of the Pig collection of DFS Group.

Ph. Swatch

Let keep up date with news about launchings that aimed to celebrate the lunar new year.

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