Some of the most well respected fashion brands have found their footing in the midst of uncertain circumstances. It doesn’t happen regularly, but such was the case for Swatch when in 1983—on the heels of the Swiss watchmaking crisis—its first 12 models were introduced to the world by founder Nicolas G. Hayek. Shortly thereafter, the brand carved out a cultural niche for itself by single handedly turning the wristwatch from a simple tool used to keep time into a fashion accessory that oozed creativity, individuality, and self-expression. Everything from artist collaborations and limited releases, to appearances on prominent television series would follow.

Here, we highlight the moments throughout Swatch’s illustrious history that have cemented the brand as a pop culture cornerstone.