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  • REVOLUTION DIGITAL

    IT’S SO FLY

    Jul 12, 2019 4 minutes
    WORDS SUMIT NAG

    The Swiss watchmaking industry wasn’t built in a day. But one can say it was saved in one, by force of vision and the mighty plastic Swatch.

    Nothing is easier than going with the flow; basking in the security of having ideas and thoughts in the accepted “mainstream”, and sniffing at everything that isn’t in the average cool kids’ club. But it takes out-of-the-box thinking when all chips are down, and resolute action to climb out of a slime pit.

    It wasn’t that long ago in the 1970s that today’s vaunted Swiss watchmaking industry found itself in just such a predicament, having had its knees cut from under it

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