Swatch

I'm still waiting for the perfect one.

the perfect one from the brand to purchase and put on the wrist this isn't for me but definitely do investigate it look at the show notes click across watch the video on a Saturday if not Sunday this week to see what we're talking about because it's getting there it's getting very close to me pulling the trigger on it and a brand that I've not pulled the trigger on either is Tissot and the PRX is a watch I've almost almost pulled the trigger on but they've done something a little bit differently and this rewinds it back this rewinds it back a little bit to Dave will remember this one you'll remember this one the Swatch Fly Magic Dave does remember

them in fact he's got them well literally within arm's reach all of them because David kind of well is a big Swatch fan as many people who listen to this will know And David's also a bit of a Tissot fan.

I own a number of Tissots, including a handful of variations of the PRX.

And I think this is verging, if not potentially the best one to date yet.

I think it's a cool, funky little thing.

Did they maybe get ideas about that whole pocket watch thing from their little brother within the range? Well, little brother in terms of price, but big brother in terms of volume and popularity at this point in time.

Of course, we're talking about that AP Swatch collaboration, which has brought pocket watches back into the fore of being fashionable.

watch nerd energy and you know it's it's so big to a point where my friends were getting reels on their algorithm about the lines that wind up even though they don't care about watches right that's how that's how nuts we've gotten um so again you know lots of cool brands that i'm sure we'll talk about shortly but um yeah i don't want to take too much time before handing over to griffin

Yeah, I mean, just before we hear from Griffin, indeed, I mean, you know, it's not like Swatch doesn't like the lineups outside of the boutiques when they drop a Moon Swatch or the Royal Pop, right? It's just about how those are managed.

And so, yeah, I mean, it was nothing but good publicity for Swatch.

for windup and for the industry itself, even if it is a little uncomfortable.

Some folks had to wait in line online for, you know, more than an hour or so.

The award was this jacket.

They gave you this Swatch because it was sponsored by Swatch.

Swatch.

It was like a, what do they call it? A letterman's jacket.

Yep, like the leather sleeves.

Leather sleeves and a Swatch jacket and a little trophy and a Burton snowboard.

I think it was a, what was it back then? It was a cruiser or something.

I don't know what they called it.

I mean, I don't know what it's like for them in sales.

And, you know, you were going to hear a lot of stuff because Swatch doesn't really release those kinds of details individually about all of their brands.

But I have to say, that overall I was relatively impressed looking back on the year.

You know, there was the Aqua Terra stuff, which I don't think is like the first thing that you and I migrated toward.

The other thing, actually, we didn't talk about this before coming on this morning.

We just kind of made a bit of a 30-second game plan before we hit the record button here to say it literally.

But there was another event that you were supposed to go to, but you were away for the Swatch AI data system.

And it's so I attended this and what it is, is they are using AI.

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combined to form SMH, which was renamed Swatch in 1986.

The fashionable but disposable quartz Swatch watches are credited with saving the Swiss watch industry, but Swatch also consolidated some of the classic mechanical watchmaking brands and refocused them on the high end, reigniting the mechanical watch industry.

By no longer competing on price or accuracy, but instead on artistic merit and high-end style, much like the way Savile Row in London sold bespoke suits to the global elite, high-end Swiss watch brands sold watches that competed on handwork and quality, not price.

The modern luxury watch industry was born.

I was saying US dollars.

So you can find one, you know, the Pilot Swatch automatic 36, so it's 36 millimeter size, very popular, et cetera, with the gold-coated hands over a blue dial, all the little numerals that you want.

Still 120 hours of power reserve.

Le Petit Prince on the case back, 100 meters water resistance, and it's 5,500.

That's the cheapest Pilot Swatch.

And you have to tell your friends you're wearing the little prints.

So that's up to you.

You know, my mom has taught me well with business aspect of, you know, the classic saying, preparation prevents poor performance.

And so I was like, okay, well, I'm going to really make my mark with my sponsorships with O'Neill and Reef, you know, sponsored by Swatch, Channel Islands, and not just be a good professional surfer and do my job there.

And, you know, even back in that moment, it was like, we were influencers, right? If you want to call it that because we're marketable and there was creating all that because it really didn't exist that much.

It was like, I was knocking on the door of surfer and surfing and being like, hi guys, what's happening? You know, what are we doing? You know, what's happening with women's surfing? And then, you know, going to O'Neill and Reef and saying, you know, I'd love to design, you know, a shoe and a board short or like, can I get more involved? I want to do surf camps.

It was kind of a big moment, right? Because it hadn't been, Snowboarding hadn't been on national TV really, besides like this moment where it shows up in James Bond in 1985.

But what we're learning is like, there was always like, yeah, like, Even in the 80s, they were getting a bunch of money from Swatch.

And there was almost less.

I think the 90s became very...