Magazine content is available exclusively for TIME subscribers.A Car, a Watch? Swatchmobile!
Most Americans think of the Swatch as a trendy timepiece that was embraced by everyone from K Mart shoppers to the owners of SoHo galleries. But in its country of origin, Switzerland, the Swatch represents nothing less than an amazing instrument of industrial rejuvenation. Before it came along, the Japanese had more or less usurped the Swiss as the heavyweight champions of the watch business by substituting their cheap and reliable digital technology for Switzerland's legendary craftsmanship. The question now is whether that industrial formula can work for -- of all things -- automobiles.
Make way for the Swatchmobile, a sassy...
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