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A weblog by Laura Moncur


Mackin’ On Swatch Style

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

In addition to finding Swatch advertisements while I was looking through those old Seventeen magazines, I found a lot of companies who stole Swatch’s style.

Awatch December 1985 by LauraMoncur from Flickr

Awatch was another brand of watches that stole the Swatch style in the mid-Eighties. Unlike the others, they were smart enough to name their watches, just like Swatch did. Instead of Tennis Grid, they had Fashion Grids.

Timex August 1986 by LauraMoncur from Flickr

Even Timex jumped on the bandwagon. They released an entire line of watches macking on the Swatch line.

Back in 1986, I worked in the jewelry department at K-Mart. We carried these Timex watches. I was so tempted to buy the one with the sunglasses on the bottom row. Kind of wish I did, now…

No Excuses August 1986 by LauraMoncur from Flickr

No Excuses was another brand that released watches that were suspiciously similar to Swatch.

Armitron August 1986 by LauraMoncur from Flickr

Armitron has built an empire making watches that look like the watch du juour. In 1986, their watches all looked like Swatches.

These type of watches aren’t technically counterfeits, but they are still slimy. My “real” counterfeit Swatch is FAR more valuable than any of these watches would be now, but all of them are garbage compared to legitimate Swatches.


1 Comment »

  1. I Loved my Awatch….(i also liked my butterfly watchamal Too) I still rememebnr the silly Awatch commercial they played repeatedly at JCPenny’s. “You dont’ wanna watch you want Awatch by Armitron!” Now i’m gonna have that jingle in my head all day.

    Comment by Adrianne — 5/10/2011 @ 11:10 am

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