March 1, 1983 is the day on which Swatch unveiled, in Zurich, the first 12 models of its plastic watches.
The idea did not seem particularly promising; indeed, in 1982, SMH (a Swiss company specialising in microelectronics) had unveiled, in the US, a prototype of a low-cost plastic watch, only to be told by its local distributor: "I'm sorry, I don't think this product will ever work". Instead, the Swatch (as it is still commonly known) was soon a huge success, thanks to its casual, fun appearance and affordable cost.
To celebrate the thirtieth birthday of this truly cult product, the brand has added a new model to its New Gent collection: Swatch Est. 1983 has a transparent plastic case and strap, visible mechanism with the word "Celebrate" on the cog, and all the years in the life of the product printed in a circle on the face.