Swatch Logo

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Swatch Logo
The word Swatch is a contraction of “Second Watch”. By choosing this name, the Swiss watchmaker emphasized that its products are unpretentious, not expensive, and disposable.

Meaning and history

logo Swatch

The emblem comprises two elements: the Swiss flag cross and wordmark. The cross reminds that the products come from Switzerland, probably the most respected country in the world of watchmaking.


Font Swatch Logo
The customized typeface resembles the font called “Swatch it”, created by Samuel Park.


Color Swatch Logo
In addition to the red and white colors of the Swiss flag, the Swatch logo includes black color for the wordmark. Alternatively, the name of the company may be given in white against the grey background.

Why does the symbol look like that of the Red Cross?

In fact, the Swatch symbol includes the flag of Switzerland, which is a white cross on the red background. This emblem (or, to be precise, its inverted version) is probably more known as the symbol of the Red Cross movement, which, in its turn, is based on the flag of Switzerland.