The beginning of the 1980s saw the birth of The Swatch Group, an alliance of Swiss watch brands aimed at reviving the Swiss watch industry. This collaboration led to the development of a new collection that combined Swiss craftmanship with affordability. They introduced the use of plastic cases and vibrant designs, these would act as more than timekeepers but also as a means for the wearer to express their identity. Ten months following the release of the first Swatch, the number of Swatches sold hit one million, and just one year later the 10 millionth Swatch was produced. Swiss made watches had made a glorious revival from the – of the ‘Quartz Crisis’ and was once again able to compete with Japanese brands.