As Swatch’s 40th birthday was approaching, I started to think of what to do on this blog. I knew I had to do something. I almost felt pressured to, with people asking me what I was planning. Of course, I didn’t mind, on the contrary, I was looking forward to it. But also, I was a bit nervous: what could I offer that brings any value, any extra insight, considering not only all the literature that exists but the large coverage we can expect from watch and even mainstream media on the special day?