Swatch can sell watches with a loud ticking sound because their brand focuses on affordability, fashion, and fun rather than high-end watchmaking standards. Several factors explain why they can still be successful despite the noticeable ticking:
1. Design & Branding Over Silence
Swatch is known for its bold, colorful, and trendy designs, appealing to a broad audience.
Many buyers prioritize aesthetics and affordability over technical perfection.
2. Affordable Quartz Movements
Swatch uses cost-effective quartz movements, which often tick louder because of their construction.
Unlike luxury brands that use silent sweeping movements, Swatch uses a single-step quartz tick per second to keep costs down.
3. Plastic Cases Amplify Sound
Swatch watches often have lightweight plastic cases, which don’t absorb sound like metal or ceramic cases, making the ticking more noticeable.
The open design and lack of soundproofing contribute to the ticking.
4. Market Appeal & Mass Production
Swatch targets a fashion-conscious, mass-market audience, not just watch enthusiasts who care about ticking sounds.
Their business model relies on high-volume production, keeping watches simple and functional.
5. Alternatives for Those Who Dislike the Ticking
Some Swatch models tick more quietly (e.g., Swatch Skin or Sistem51 automatic watches).
Those who dislike ticking can choose digital Swatch watches, which are silent.
Bottom Line
Swatch watches are designed to be affordable, stylish, and fun, not luxury timepieces. While some find the ticking annoying, most buyers either don’t notice it or don’t mind because they value the design, brand identity, and price.