1. thesis
Using an online gallery of Swatch
Watches to gather individual data
on 30-years of watch design, an
analysis of materiality, product di-
mensions, color, and overall ap-
pearance will be doneto determine
relationships and evolutions in the
deisgn relative to the companies
growth. This examination will be con-
sidered at varying scales depending
upon data processing and the in-
tention of the specific investigation.

2. data processing
Swatch’s website supplies information
on every watch designed through the
years in a gallery-style archive. Initial
data will be gathered and organization
in excel.
step 1 step 2 step 3 step 4
repeat

3. SKYBALL CLEARANCE TOO UCCELLO NOTTURNO SUBERIN HAZY SKY TZAQUALLI
WILD SAVANNAH MIXBA HOLLOW BANGLE OUT OF BOARDER FLORAL HIGHCURTAIN IN THE SKY
CRYSTAL SHINE CLEARANCE TOO KINDERCITY ROT PURPLE FRAISEAPPETIZER VANILLE KALIGRAFY STRAIGHT LIME
FOUR ATE TWELVE BLUE LOOSENESS LUCKYICON YOU BLACK IS BACK SPACE CHERRY
PASTELITA SNOOZE ME UP FLOWER ORCHESTRA FLOWER ON OPTICALYOU MOD BLUEBERRY JAM
SHAQ 34 ZAPPIN'GOLD DADDY REMEMBER 70TH WONDERLAKE LIGHT ME UP GREEN PETAL
SHAQ SUGGESTED34 TONES GOLDEN TWIG TIME IN BUZZIN'BLOOM AROUND SCRATCH & SLIDE / XTREME, VERBIER
TAKE FLIGHT LINGERING GLISTENINGNIGHT LOST IN THE SOFIELD FRESH ! SCRATCH & SLIDE
NATURAL IRON STRAIGHT FORWARD BLUE FACE JARDIN RITMOD'HIVER DESENFRENADO TRIMENTO
REDRUM XLARGE CORSO COMO BEAUTE NOIRE ROMANESQUE INTERGALACTIC CAT MOTHER'S ROSES
PINK BALLOONS BLACK SHEEP SILVERTOO WAISTLINE DIAMA FRENZIED PURPLE POETIC FLOWERS
NI VU NI CONNU RACETRACK SEA WATER FIREPROOF MOKA VELVET SKIN CORSO COMO
ALONG THE STRIPES STRAIGHT ON TILE FUCHSIA FUNNY VILLAGE JEU D'ENFANT CUT SHOT
FLIPPED OUT SAILING RACE FUCHSIA SQUID SCAPA MEETING THE PARALLELS MOUNTAINS SENTINEL
SUNDROP CHOC CAKE YELLOW SEABEDSQUID ALMOST BLACK BLEU DE GRIS
POLITE JUST ENOUGH INTENSITY PAQUITA'S DAY CASUAL SUIT 15 MINUTES TO
RACING NUMBERS EUSTOLOS BLUE BOLLYLOVE BLOWINGSQUID AWAY VENUSBEANS
RED SQUALL VIOLET EPATHLO DIVACRUNCH OF LOVE ENYDROS URBAN LADY
NORTHERN LIGHTS BLOOMING CHAIROPLANE GIRLYBLOOMING PARTY KRANAOS ATHENS 04 KID'S PATCHWORK
DETERMINATE BLINDING DAY AUTOMN TINT GIVE A DOG THE BONE KALIMERA MOONBEANS
BACK IN BLACK BLACK OR BLACK FROSTY SPELL MINIMOUSE COLD KISS SUGAR FREE
VIRTUOSITY THEORATOS RALLY TRACK DRAGON CELEBRATION / BEIJING 03 GRUNGY MARSBEANS
FREEZING SNOW VINYL HOUR GUSTY SET "SWISS COLLECTION" NISIS PINK LEMONADE
ARANCIONE DI SERA SEAQUAKE CIEL ETOILE PIUME DI GALLINA IOC CROISSANT CHAUD EMBEDDED
STRONG BREEZE TENEBRES NUVOLA GRIGIA CHESSBOARD CIOCCOLATINO FLOWERY
WILDLY DARK EMIR BLUSTERY A WAY TO THE STAR TO MUM FIORELLINA
MECHANIC MOTION HAREBELL MOON TOFACE DAUGHTER ESSENCE PRINTANIERE SWEETIME
ORIZONTAS CICLAMINO BLU MOON FACE SCALE IN BROWN DON'T LEAF WINGME TOUCH
TRYNG TRANG CORAL CHARM LANDNESS JINGLE JANGLE PERENNIAL BEAUTY APARATOSO
TRYNG TRANG TASTY LANDNESS DADA TRACES VELVET DREAMS FEERED D'UN JOUR
BLUE SPOTTER ONRACE TRACK FLAKY VELVET DREAMS FLOURISHBLACK
SWIRL OF SAND SEA POWER OCEANLANE NUMBERSOCEANLANE EVERYWHERE TIME CLIP 3 HEARTS FOR YOU
TWELVE ON SEAFIRE POWER PARADIS SUPERDIVA PUERTOBLEU AZUL KEEP ME WARM
RAINSTORM CICLAMINO ROSA ELEGANT TOUCH DRAGON CELEBRATION GOLDEN CRY TOUCH OF BROWN
SPORTY DOTS ESAGONALE KOOXTUN TIME FOR VIENNA SWEET SARONG JARDIN D'ORIENT
DEVIL PARADISE CIEL ROUGE DEEP OLYMPIANIGHT MUSEUM LAUSANNE PERLE DE NACRE BARESKIN
DRAGON CELEBRATION/ BEIJING 03 CIEL OPHIDIAN CURTAROUGE METRAGEM WAVE IT DROPLINE
INDIAN GIRL ARTIFICIAL ICE TILE LIGHT FLEURSBLUE D'ARTIFICE ENLACED WINTERSONG
FRENCH LOVER CIEL CLAIR RED PILLOW BREEZY CORAZONBREEZY DE FUEGO FLAGRANT
LE VENT EN POUPE CHOUETTE NOIRE ALU ME PSYCHEDELIC BLUDABLU VELOUTEERED
UNCHAINED PASSIONS DRAUGHTBOARD BEAM IN THE NIGHT PSYCHEDELIC SIMPLISSIMA PARALLELISMBLUE
ENCRISSIMA GENTLE BREEZE TWIRL NATURAL FLAVOUR TURQUOISIA RUBBER DUB
LYING TREASURE HERCULEAN TWIRL DESTINATION JEANIUS DIVINGBLACK RISK
CARAMEL COPPERTOPPING CURL TWIRL TAKERED MY HEART GRAPYFLOWER ELECTRICGRAPYFLOWER DANCE
ASK YOUR SWATCH JAMMED SILVER BROWN STRETCHY SUNDARI GROUNDDREAM LIGHT
BE ON TIME BLACK SEDUCTION SILVER MORNING SKY TILL THE LOVINGBUTTERFLIES CHAIN GOURMANDISE
CLEARANCE TOO KINDERCITY BLAU LOOSENESS OBSCURITY SPRING MINTYWAY BREATHLESSMEADOW
analysis topics
Because there is such a breadth of topic possibil-
ities, the scale of each analysis will depend upon
the depth of the trait itself. Example:
Material comparison = all 30 years (large scale)
Name correlation = 1-3 years (small scale)
investigation of association through names
One preconceived notion in initial analysis was
the grouping of names. There was an expec-
tation that similar watch styles would carry the
same “Collection Name” but have a variation
in a descriptive word. Example:
Collection Name: Nicholson
Collection Name + Variation:
Nicholson - Blue,
Nicholson - Steel,
Nicholson - Active
Instead, it isn’t until after 2003 that watches be-
gin consistently carrying similar names. Prior to
that, all watch styles were given a unique name.
Intended morphological study:
Mapping - Rhizome (connectivity of multi-
word names)
Mapping - Layering (multiple years)
2003 names list

4. analysis topics
investigation of style variation over 30 years
SWATCH Watches are traditionally recognized
for their unique design; however, over the 30
years, variations in the style have been made
to accomodate trending styles or expand upon
their traditional works. A data form showing the
progression of material change, production
number, and percentage change by material
choice will be designed to define this change.
toothed pin connection
swiss-made movement
thin, plastic case
plastic band
unique color variation

5. analysis topics
investigation of country-specific designs
On a global scale, SWATCH has business in 36
countries. Additionally, for a number of Olym-
pics, it produced country-specific watches.
An investigation into the correlation between
country design relative to SWATCH’s interna-
tional locations will be done to assess the eco-
nomic associations with them.

6. methodology
Ultimately, the varying scales will unlikely
support the overarching thesis as indi-
vidual components. That being said, a
rhizome mapping system will be imple-
mented to organize and integrate all of
the collected data and forms togeth-
er. This will ideally take the forms which
address different scales of the compa-
conclusion
End-of-project analysis will ideally cre-
ate a relation between the company’s
design and distribution techniques and
its fiscal standing as response to location
and economic growth. It will also create
a greater understanding of the design
trends utilized by the company over its
lifetime.
1983 2012
timeline of analysis
ny and reorient them to act as a more
unified analysis. This final composition will
integrate the three described investiga-
tions as well as further analysis as need-
ed. This may include comparisons of
face-measurement deviations, move-
ment, function, or water resistance rela-
tive to time.