Swatch was launched in 1983 and targeted primarily at fashionable young people. Swatch dials were a riot of colorful, cheerful, cheeky designs. For Swatch, the dial (and sometimes the case) was a blank palette on which designers could put whatever they chose. There were no rules. Swatch’s anything-goes aesthetic allowed photographs, printing, painting, cartoons, designs – whatever – to go on the dial. Design stole the show. The time, in the form of three (sometimes just two) hands was there, if you wanted it. Swatch quickly collaborated with contemporary artists to do limited, collector edition pieces. The first was Kiki Picasso in 1984 and eventually included dozens of artists. Some of their creations, like Alfred Hofkunst’s 1991 “One More Time” collection, took watches to a place they had never been before. It consisted of three watches designed to resemble a cucumber, a chili pepper, and bacon and eggs. They were carried only by upscale food stores and sold out in three hours.