

The event also serves to promote the role of Swatch as Official Timekeeper at the upcoming Atlanta 1996 Olympic Games. A Italian marathon runner and winner of the gold medal at the 1988 Olympic Games, accompanies Swatch, offering advice to participants in the races. In 1996 Swatch serves as sponsor and timekeeper at the 24th Stramilano in Italy, with 50,000 runners participating over the course of the two-day event. In 1982 the first Swatch collection is ready and sees the initial production run of 300,000 watches.
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The Once Again is set in durable plastic making for a comfortable fit, featuring full figures and a day/date window for extra functionality. But the Swiss watchmaking industry was focused on traditional movements and continued to rely on proven sales methods. Swatch bring us this clean cut, lightweight mens strap watch. The Swiss had missed the boat, despite the fact that it was they who had developed the first quartz wristwatch. At a time when the world market was expanding strongly, Swiss exports were falling.In the space of just a few years, the number of persons employed in the Swiss watchmaking industry fell to less than 40,000.


In the 1970s, the Swiss watchmaking industry was in crisis.
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