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This column discusses mechanical watches from an engineer's perspective. For the 57th installment, we're changing things up a bit.
"Commit Staff Buy a Watch! Extra Edition ~A POP SWATCH Reunited After 30 Years~"
That's what we'll be bringing you today.
Recently, the collaboration model "ROYAL POP" between Swatch and Audemars Piguet has been a hot topic in the watch industry.
While many people's interest focuses on the collaboration with Royal Oak, my heart, Dr. Ito, was moved by the "POP" rather than the "ROYAL."
It filled me with nostalgic thoughts, remembering that I too owned a POP SWATCH in the 1990s.
What is a POP SWATCH?
"Pop Swatch" is a series released by Swatch in 1986 that gained explosive popularity in the 1990s.
The watch module could be detached from its base, allowing users to swap the removed dial with separately sold straps, or clip it to clothing collars, pockets, or bags. It was more than just a wristwatch; it was an accessory that offered free arrangement.
Relationship with ROYAL POP
The "ROYAL" in "ROYAL POP" is, of course, derived from the Royal Oak, but the "POP" is said to be a play on two meanings: the pop art design and the onomatopoeic word for "popping" like popcorn or a pop-up.
The common features of "ROYAL POP" and "POP SWATCH" are their pop design and the ability to pop them off their bases!
A fateful encounter on a flea market site
My watch-loving journey began with the Swatch Chronograph released in 1989, and shortly after, in the 1990s, I bought and wore a POP SWATCH. The recent announcement of the ROYAL POP brought back these memories, filling me with nostalgia (lol).
By the way, back then, the POP SWATCH was not just a tool to tell time; it was fashion, it was playful, and it was a pioneer in the watch industry, carried around like a charm on a bag.
Since it's a product from over 30 years ago, I didn't expect to find one, let alone one in good condition, but when I casually browsed a flea market site...
To my surprise, an unused item was listed!
※Image of the watch actually purchased
The model name is "Putti."
It was a popular model, a collaboration with Vivienne Westwood, and was difficult to obtain at the time.
The moment I saw it on the screen, all my memories from that time came flooding back. In an era before the internet, the only way to find what you wanted was to visit stores. I remembered the joy of finding this watch in a Swatch shop in Yokohama.
It's curious, but watches seem to remember not just the time, but the very atmosphere of their era.
Before I knew it, I had clicked the purchase button (lol).
The original price was 7,000 yen. The price tag was still perfectly intact. By the way, the price I paid for it this time was 11,000 yen.
While that amount might seem negligible in the world of luxury watches, to me, it felt like it had more value than its price.
A few days later, when I took the watch out of its box, it was in superb condition, as expected for an unused item. The texture of the plastic case and the color of the dial were just as I remembered. A smile spontaneously spread across my face.
The value of a watch is not determined by its price alone.
Due to my profession, I have many opportunities to handle luxury watches, including Rolex, Patek Philippe, and A. Lange & Söhne. There is no doubt that all of them are magnificent timepieces.
However, the joy I felt when I held this POP SWATCH was of a different kind.
There was no investment value or rarity value, but there were my own memories.
In the world of luxury watches, asset value and future potential are often discussed, and there's no doubt that these are among the charms of a watch.
But equally important is
"what memories are evoked when you look at that watch?"
Wouldn't you agree?
This POP SWATCH, reunited with me after 30 years, reminded me of that once again.
ROYAL POP as an asset?
I got a bit carried away talking passionately about my memorable watch, but regarding the asset value of the crucial ROYAL POP, my prediction is that "the market value of ROYAL POP is unlikely to increase in 10 or 20 years."
The reasons are:
・Plastic (low durability)
・Cannot be disassembled or repaired
・Mass-produced
These are characteristics completely opposite to vintage watches, which are currently popular in the market.
The fact that I was able to acquire an unused vintage Swatch for 11,000 yen is largely related to the fact that it "cannot be repaired if broken."
Although the ROYAL POP is equipped with a mechanical movement, it is structurally impossible to disassemble.
While its price is currently soaring, I believe that in the long term, its market value will stabilize, making it more affordable.
Summary
What did you think?
This time, I talked about my relationship with Swatch, but even with luxury watches, it's not uncommon for people to repurchase models they once let go of. Perhaps the act of buying a watch isn't just about acquiring an object, but about reclaiming lost time and memories.
I hope this article provides valuable information and sparks some interest in luxury watches! If you have any questions, please feel free to ask directly, and we will be happy to answer them. We look forward to your visit and inquiries!
Stay tuned for the next installment! See you then!
