The first collection of 12 Swatch models was introduced on 1 March 1983 in Zurich, Switzerland. Initially the price was between 39.90 and 49.90 Swiss francs, but was standardized in the fall to 50.00 the same year. The goal of sales was set at 1 million timepieces for 1983 and 2.5 million for the coming year. With an aggressive marketing campaign and a very reasonable price for a watch made in Switzerland, soon gained popularity in the local market.
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