Explore the History and Extensive Collection of Swatch at Its Museum

Just a train ride away from Geneva lies the Swatch Museum, a tantalizing repository of the brand’s rich and diverse heritage. From the Sistem51 movement factory to the corporate headquarters, with the museum but a mere steps away, the Swatch establishment is impressive in its presence. Free to the public, the museum, located in the same complex as the Omega museum, houses a plethora of Swatch models marking the brand’s journey since 1983. Yet, one cannot possibly absorb everything in the museum in a single visit.

During the guided tour, Philippe Marti, the Head of Heritage at Swatch, enlightens visitors about the unique challenges faced in preserving these timepieces. Unlike watches made of steel or precious metals, Swatch watches, often made of plastic, require extra care to avoid yellowing and deterioration.

Of course, a visit to the museum isn’t complete without a stop at the world’s first drive-through Swatch store located right next door. Here, visitors can indulge in a truly unique retail experience, placing their orders through speakers and collecting new timepieces without leaving their cars.

The Swatch Museum not only presents an inclusive glimpse into the brand’s history and innovations but also nurtures an appreciation for its unique retail model and commitment to quality. Until you can make the trip in person, photos serve as tantalizing previews of the Swatch fan’s ultimate horological destination.