There’s a common misconception when it comes to watch collecting that you need an endless pile of money to collect anything of interest. While it’s true that some of the most celebrated pieces today command higher fees, now more than ever, more money doesn’t guarantee more interest. Take one of my favourite and most addictive collecting habits: vintage Swatch. As the ‘second watch’, Swatch has always been marketed for its playful collectability, objects that embrace personal expression. They’re almost never about ego, but about conveying something: a mood, a moment, a side of yourself that maybe didn’t fit into the world of precious metals and power reserves. And that’s exactly why collecting them today is so satisfying: it’s joyful, attainable, and wonderfully nostalgic.
Education
Swatch Tresor Magique (1993), image credit: Antiquorum
Swatch has released thousands of variations since its inception in 1983, and part of the fun is uncovering their stories. Start with education. Check reference numbers and learn from books and websites. Swatchissimo is an absolute must-own, full of pieces from the 1980s and ’90s, including unreleased prototypes and rare samples. Online, bookmark ‘Swatch Vintage Collection’, a treasure trove of details. You’ll quickly realise how deep the catalogue goes from seasonal releases, artist collaborations, city editions, Olympic series, and obscure promo models that were never sold publicly.
Take the 1993 Swatch Tresor Magique, a highlight for collectors due to its case being rendered in platinum, combining elevated flair and experimentation in a way few other Swatches dared.
Find What You Like
Swatch White Horse Chronograph Reddit remyvd
The first rule of collecting anything is to let your taste guide you, not trends. Swatch’s beauty lies in its variety. As early designs were the initial reaction to the quartz revolution, these bursts of creative energy reminded people that watches could still be fun. From 1980s models with clashing shapes and colours to minimalist ’90s monochromes, there’s a Swatch to match almost any aesthetic.
Do you have a favourite sport, pastime, or industry? There’s probably a Swatch that aligns with it. Some collectors seek out the White Horse Chronograph SCW100, prized for its genius use of colour and wearability. Fashionistas might prefer something like the Feathers, an outlandish creation deserving of its own hat box. Don’t start with what’s ‘valuable’, start with what makes you smile. Pieces that evoke memories or define a decade often become the ones you cherish most.
Buy NOS When Possible
Swatch Keith Haring Blanc sur Noir GZ104 (1986)
“New old stock” Swatches, unworn from their original release, are still out there, sometimes even sealed in their original plastic sleeves with warranty cards. These are the gems. NOS pieces haven’t suffered from sun-faded dials, cracked cases, or melted straps, common issues with Swatch examples that were worn, now approaching 40 years old. Prices remain relatively modest compared to other vintage segments, making this era particularly exciting.
Rare examples like the Swatch GZ104 Keith Haring Blanc sur Noir from 1986 is a perfect candidate for NOS collecting: a bold, playful design that captures the energy of Haring’s street art and Swatch’s fearless experimentation.
Buy Replacement Straps
Swatch Keith Haring Breakdance Limited Editions, image credit: eBay
Many vintage Swatches are fully wearable, but originality can make them fragile. Plastics and rubbers degrade over time, and nothing hurts more than seeing a strap crumble mid-wear. Fit a modern replacement strap and store the original safely. Swatch still make compatible straps for most pre-2000s models, usually 17mm wide, allowing you to enjoy the watch while preserving its integrity.
Even if you pick up a rare piece like the Swatch GO001 Keith Haring Breakdance, wearing it with a modern strap lets you enjoy Haring’s iconic energy on the wrist, without risking the delicate original materials. This approach gives the best of both worlds with wrist time and collector preservation.
Keep Looking For More
Vivienne Westwood Pop Swatch The Orb PWZ104, image credit: Sotheby’s
Part of the charm of collecting Swatch is the hunt. They appear in unexpected places: market stalls, charity shops, online marketplaces, or tucked away in forgotten drawers. You might stumble upon a design that defined an era, or a collaboration that feels like wearable pop art. Pieces like the GZ104 or Tresor Magique might surface in the least likely places, keeping the thrill alive.
Collecting Swatch isn’t about completion, it’s about curiosity. These watches reflect decades of creativity and culture, and there’s always more to learn. The fun lies in making connections with the designs. Sometimes it’s a pattern that mirrors 1980s interior design, a dial that references an art movement. On a deeper level, Swatch collecting reignites the childlike joy that first drew most of us to watches. They offer low-stakes, high-reward, colourful, and approachable collecting that typically results in watches that others won’t have ever seen before. Start with one, and chances are, it won’t stop there.
