Swatch Sistem51 "Irony" Collection

Reference article

Recently, WatchInsider featured an article showcasing the new "Irony" collection from Swatch, which will improve upon the Sistem51 watches released in 2013. The new Irony collection is special in a way no other Swatch is, the case (and bracelet on some versions), is made from metal. Now rather than providing a list of specifications, numbers, etc. I would rather look at Swatch's decision to make a watch from metal. Swatch has, for their entire history, created watches made from plastic, they built their company around cheap plastic watches (cheap as in affordable, not poorly-made). Swatch introduced a simplistic, low-priced mechanical movement three years ago and now with the introduction of a metal case, ​it seems like Swatch is intent on expanding their role in the market by breaking into the territory currently dominated by companies such as Citizen, Fossil, Diesel, as well as "fashion brands" (think Micheal Kors, Chanel, etc.). The difference being that Swatch is introducing a mechanical watch into a price range whose watches are nearly universally quartz. The plastic may turn buyers off of Swatch, but with a new metal case, I wouldn't be surprised to see the aforementioned companies experience a slight drop in profits, but maybe I'm overestimating. You can find more information on Swatch's website, or at watch-insider.com (who has a much longer article focusing mostly on the watches themselves.