Swatch (stylized as swatch) is a Swiss watchmaker founded in 1983 by Nicolas Hayek and a subsidiary of The Swatch Group. The Swatch product line was developed as a response to the "quartz crisis" of the 1970s and 1980s, in which Asian-made digital watches were competing against traditional European-made mechanical watches.
The name Swatch is a contraction of "second watch", as the watches were intended as casual, disposable accessories.
History with the Macy's Parade[]
In 1986, Swatch's debuted a float in the Macy's Thanksgiving Day Parade titled "Time for the Future" and it was recycled from the Robot Man & Friends float. The float featured a performance from the Cast of BEEHIVE: The 60's Musical. It only made one appearance and was disposed of shortly after its retirement.