The Swatch Group was founded in 1983 as a merger of two Swiss watchmakers, ASUAG and SSIH, to combat the quartz crisis and the rise of Japanese watch manufacturers. Swatch watches, known for their colorful and artistic designs, were a revolutionary concept, combining Swiss quality with affordability and a fashion-forward appeal. They quickly became a global phenomenon, revitalizing the Swiss watch industry.

The "Memphis" design movement, originating in Milan in the early 1980s, was known for its bold, geometric, and often playful aesthetic, characterized by bright colors and unconventional shapes. Swatch collaborated with Memphis designers, incorporating this distinctive style into their watches, making them highly sought-after fashion accessories. The GM100 "Grey Memphis" model from 1984 is a prime example of this successful fusion of watchmaking and avant-garde design.