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Swatch to reissue X-Rated watches in 2018


Published by Dan SW

Swatch to reissue X-Rated watch as X-Vibe

UPDATE (April 12, 2018): The new watches are coded SUOB402 (Black), SUOR400 (Red), and SUOV401 (Purple). Official store release date is April 26, 2018.

Swatch have announced their upcoming 2018 Spring/Summer line will include a re-release of the classic 1987 X-Rated watch prized by hardcore and Straight Edge kids the world over. More information can be found on the Swatch website.

Understandably, straight edge kids are going to make picking one up a high priority - after all, the original Swatch watches are going for up to $800 on ebay. But if we take a step back, is this the right thing to do?

Ever since first being released in 1987, Swatch X-Rated watches have been an integral part of the straight edge / youth crew community and identity. This connection has been strengthened by live photos, merch, and album covers, all showing people in our community sporting the Swatch watch. Many Straight Edge bands, record labels, and clothing companies (us included) have sold similar watches to feed the demand, and in return have been supported by members of our community.

Positive Sights Straight Edge Watch

Positive Sights Straight Edge watch: For Straight Edge kids, by Straight Edge kids

But what has Swatch really done to earn the demand that we have created for their product? Maybe in 1985 or 1986 they invested in design, development, and promotion. But at this point, they are a global machine able to bring X-watches to market at minimal cost on a moment's notice. Do they really need our support? Does buying their re-issue provide them with the funds they need to carry on their mission to support the Straight Edge scene and community? Why would it? It's so far from their mandate. This isn't Nike SB sponsoring a team as an integral part of product development and marketing - the money we give isn't going to sponsor a tour, or a record, or used to continuously improve the X-Watch product.

Original Swatch X-Rated watches are well above the budget of most Straight Edge kids, and for some of us it's hard to feel like a real, authentic member of this community without one. But even for those of us that can afford to buy an original off ebay, at least we can know that we are likely buying from someone from our community that likely bought from someone else in our community.

If you need to buy an X Watch to feel like a member of the community, we ask that you buy from a Straight Edge band, or a label, or a clothing company. Swatch got lucky finding an audience in our community, and they don't deserve or need your money. Even now, eBay resellers are falling all over themselves to buy as many new X Watches as possible in order to take advantage of the Straight Edge community. Swatch X Watches are now seen as a good investment for merch-flippers and street wear resellers - they want them to sell out, because it means more money in their pockets.

What's your take on this topic? Do you agree? Are you going to buy one of the new Swatch X watches?

Want to support the Straight Edge and Hardcore Punk communities by purchasing a watch? Check out these fine vendors:

Positive Sights
RevHQ
Chain of Strength
STRAIGHTEDGEWORLDWIDE

Update: January 24, 2018

I wanted to let you know that since making our initial posting, our site has been swarmed by people looking to buy one. It's becoming clear that not all of these people are part of the Straight Edge community. 
It seems that the relaunch has attracted the attention of eBay resellers, merch flippers, and streetwear buyers who see these watches as a good way to make some quick cash. It's in their best interest for these watches to sell out, and they have the money to make that happen - the sooner it means they can start reselling a $50 watch for hundreds of dollars.
At the end of the day, these watches wouldn't do good numbers without our fanaticism, and it's hard not to feel like our passion for our community is being taken advantage of, that we are being taken advantage of. Because we are.
If you are still planning on getting a Swatch X-Watch, get it from Swatch. Once they're gone, we should do better than buying from these resellers.

10 comments


  • Marcus

    I will be happily buying a an original Swatch re-release. Quality company. Reasonable price. With the money I will save on Ebay for not buying an 80’s one, I can buy some decent sXe records, shirts, go to shows or whatever…buy good food go on holidays.


  • Jacob

    “If you need to buy an X Watch to feel like a member of the community, we ask that you buy from a Straight Edge band, or a label, or a clothing company.”

    I disagree. Swatch is a global watch manufacturer that carries a reputation for quality. It’s not about supporting a local scene. It’s not about identity. It’s about buying quality. Would you rather buy a pair of Vans Authentics, or cheap out and get some Keds? Would you rather buy a $10 pair of sun glasses from H&M, or buy a legit pair of Ray Bans? I bought a Swatch XX-Rated watch because it comes with the Swatch name, the guarantee, and a promise of quality. I don’t want a cheaper, lower priced knock off of a Swatch.


  • Ray Cappo

    “Original Swatch X-Rated watches are well above the budget of most Straight Edge kids, and for some of us it’s hard to feel like a real, authentic member of this community without one.”

    LOL


  • Jordan

    I just bought the new Swatch release after being straight edge for 13+ years. during that time I was aware of all the knockoffs being sold by companies like yours. I never brought one because the quality is garbage and I don’t waste my money on garbage products.


  • Molly

    My brother who was 9 years older than me had this watch. He used to let me borrow it all the time. So to me that was a huge deal. He bought me my first swatcha t the age of 11 for my birthday. He committed suicide in 1989. When he died I had asked if I could keep his watch but somehow it was given to one of his friends. Within a year I was able to purchase one for myself at the age of 13. With moving from state to state for my father’s job I lost it when I was 15. I have always wanted to replace this watch as it has a HUGE sentimental value to me. The originals are a tad pricey. So yes I did buy the new one that was released this past week. And I couldn’t be happier. Believe me if I could get an original I would be over the moon but $1000 is out of my budget. But now being 40 years old, having a piece of my childhood back, and a momento to my brother I will wear proudly everyday…. pricless


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