Vortic video ahead! Much of the head-to-head below is pure cringe — PERSONALLY, I LOVE THE SWATCH GROUP! It suffers from the typical YouTube disease of stretching a five-minute explanation into a half-hour marathon, but it might be worth your attention. If you don’t like watching videos, here’s the scoop . . .
Vortic takes Hamilton pocket watches from the World War I era, fixes them up and puts them into Colorado-made wristwatch cases. I am a Vortic owner. I’ve visited the tiny workshop in which they work. I’m a fan.
The Swatch Group is not a fan.
The Swiss conglomerate owns Balmain, Blancpain, Breguet, Ck Calvin Klein, Certina, Endura, Flik Flak, Glashütte Original, Harry Winston, Jaquet Droz, Léon Hatot, Longines, Mido, OMEGA, Rado, Swatch, Swiss Timing, Tissot and Union Glashütte. And Hamilton.
Back in the 70’s, the American-owned and operated Hamilton brand – famous for supplying the U.S. military with millions of timepieces – bet its life on LED watches. After their Pulsar sub-brand’s spectacular rise and flame-out, Hamilton sold Pulsar to Seiko and the mothership’s remains to the Swiss.
The Swatch Borg assimilated Hamilton and now uses the brand as a skinsuit beneath which they sell watches made from Swiss and, ahem, overseas components.
Swatch is pissed off that Vortic re-cases Hamilton pocket watches. They don’t think that a watch made in the United States by the original Hamilton factory should be permitted to retain brand recognition. That should belong to the modern globalized conglomerate known as Swatch Group.
This morning, Vortic is defending itself in Federal court. It’s the most one-sided contest humanly imaginable. Were I a billionaire, I’d fund Vortic’s defense. Since I’m not, I’ll be voting with my pocket: no more Swatch group stuff for me.
[Click here for Hamilton vs. Vortic – Background, Update]