More than 1,000 vintage Swatch watches set for auction

Nearly 1,200 Swatch watches collected by an 88-year-old Geneva woman are being offered for sale in an online auction, providing a snapshot of the colourful collecting craze that surrounded the iconic Swiss brand in the 1990s and early 2000s.

The collection, which is being sold by Lausanne-based auction house Arteal on the online auction platform Drouot, comprises around 300 themed lots assembled over decades by the collector, whose family decided to sell the watches after she moved into a care home.

Auctioneer and expert Capucine Clemendot said the scale of the collection came as a surprise even to Arteal.

“The collector's son contacted me and explained that his mother had indeed been a collector and that they had quite a few Swatch watches,” Clemendot said. “That turned out to be an understatement, because I think around 1,200 Swatch watches were inventoried.”

“From there, I asked for some photos, saw that there were indeed some iconic models, and realised this was an opportunity worth pursuing,” she added.

Preparing the sale took much of the summer, with Clemendot cataloguing, labelling and grouping the watches according to themes or by artists and designers associated with some of the most sought-after pieces.

The auction, which will end on Sunday (September 27) reflects the enduring affection many people in Switzerland still hold for Swatch, the brand founded in 1983 that became a global phenomenon thanks to its brightly coloured, affordable plastic watches.

“Given the enthusiasm we see every time we hold a Swatch sale, I truly believe the brand holds a special place in the hearts of the Swiss people,” Clemendot said.

“It’s a brand that people love—an iconic one. Plus, it reminds each of us of a particular time in our lives, or in our family history,” she added. “It really strikes a chord with everyone.”

While some rare pieces are attracting substantial interest, most lots are aimed at a broad audience. Many have starting prices of between 20 and 30 Swiss francs ($24-$36).

“It’s a way for people to get started with bidding—for some, it might be their first step into the world of auctions,” “Clemendot said.

“Ultimately, the idea behind these auctions is that they’re for everyone—anyone can have fun wearing vintage Swatches,” she said.

One of the highlights of the sale is the “Trésor magique”, an automatic platinum watch featuring a skeleton caseback and blue dial. Estimated at 500 to 700 francs, the watch had already attracted bids of 1,450 francs on Wednesday (September 23).

Clemendot said today's market differs markedly from the height of the Swatch collecting boom, when major auction houses such as Sotheby's and Christie's regularly held dedicated sales.

“We are no longer in the era of the Swatch craze of the 1990s and 2000s,” she said. “Nevertheless, I believe it is still worth highlighting their value.”

For collectors and nostalgia seekers alike, the sale offers a chance to revisit a chapter of Swiss watchmaking history - one brightly coloured plastic watch at a time.

-Filming, editing, production: Cecile Mantovani/Reuters