Pick Me!

A weblog by Laura Moncur


Swatch Advertisements

Filed under: My Life in Swatches,Personal History — Laura Moncur @ 5:00 am

I took a trip to the Salt Lake City Library. They have all the Seventeen magazines on file, bound in large, blue books. I snapped a few photos of some Swatch ads from the Eighties.

Made By Swatch August 1984 by LauraMoncur from Flickr

I love how those old school Swatch Guards look. Why did they stop making them?

Swatches featured: Yamaha Racer, Calypso Diver, Dotted Swiss, and Tri-Color Racer

Operator, Switch Me To Swatch August 1985 by LauraMoncur from Flickr

This is the first Swatch ad I remember ever seeing. By then, Swatch had won hearts with their fruity smelling Swatches.

When am I going to find that sweatshirt on eBay?

Swatches featured: Sheherazade, Mc Swatch

Limelight December 1985 by LauraMoncur from Flickr

I don’t remember seeing this advertisement when I was a kid, but it was right there in the old Seventeen magazines that I read every month.

Swatches featured: Sir Limelight and Lady Limelight.

Limelight by Swatch November 1985 by LauraMoncur from Flickr

Another advertisement I never remember seeing, but I KNOW I read that magazine, so I must have seen it. It didn’t make an impression on me, however.

Swatch featured: Sir Limelight

Swatch Coat of Arms August 1986 by LauraMoncur from Flickr

This advertisement is the reason why I bought Sir Swatch back in 1986.

Swatches featured: Lancelot, Sir Swatch, Valkyrie, Lionheart

I wish I could have had a chance to buy some of those Swatch clothes…

Going through those old Seventeen magazines was a fun walk down memory lane. I was so surprised how much of my choices in clothing were from the advertisements in that magazine. The day I discovered Seventeen magazine, I went from being a dork in high school to having a fighting chance. I am grateful to them to this day.



  1. I remember catching some flak back in the 80’s for a few items of Swatch Clothing that I used to sport. I remember a fleur-de-lis men’s blouse (It was big, white and baggy, there’s really no other way to describe it.) I retired my Swatch addiction when I arrived @ fashion school, so thanks for taking me for a trip down memory lane. If only I would have hung on to my black X watch!

    Comment by Sebastian Junior — 6/28/2010 @ 9:46 pm

  2. Dear Laura,

    As I am making a presentation about Swatch for a B2C course, I took a lot of information from your blog.

    It’s crazy, how you “harvested” all the references, advertising and so on about Swatch. Anyway, your writing is great, and as a Swatch fan too, I envy you, and I think I will also start trying to find outstanding Swatches on Ebay!

    Best regards, and keep going! :)


    Ps.- If you are interested in reading my paper, I’ll be pleased to send you my Powerpoint.

    Comment by Coralie — 4/14/2011 @ 2:49 am

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