Word: switzerland
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Dates: during 1980-1989
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Just a decade ago, Switzerland seemed doomed to lose its place as the superpower of time. Tokyo was ticking ahead with inexpensive wristwatches that captured a larger and larger share of the market. But in 1983 the jazzy and fashionable Swatch, which sells for $30, buzzed into markets from Singapore to San Francisco and rescued the Swiss industry in the nick of time. Now Swatch has a new Swiss competitor clipping at its heels...
...Clip is the brainchild of Michel Jordi, 39, a former manufacturer of watch straps from tiny Grenchen, Switzerland. He and Heinz Peter Barandun, a former bank executive, along with two others, privately financed the project and started production only six months later. "We couldn't have done it if we had been a large company," says Barandun, now Le Clip chairman. "As a small group, we saw its potential and just went ahead...
...which reminds me of the month, three summers ago, when my parents, grandmother, brother and I vacationed in Austria and Switzerland. We spent the last week on a mountain called the Rigi Seebodenalp, near Lucerne...
...even among nonreaders. In a recent survey of French viewers, 38% said Pivot was their favorite TV personality. (His closest competition: a German shepherd named Junior who is featured on a hit show about pets.) Nor is his popularity an exclusively French phenomenon. Apostrophes is also seen in Belgium, Switzerland, Canada, French-speaking Africa, Poland and even on a cable channel in Manhattan...
...images of homey warmth and welcome. The European Travel Commission, a consortium of 23 member nations, is spending $50 million this year to promote Europe to Americans as "one of the safest travel destinations," while the Swiss National Tourist Office has mounted a $1 million publicity campaign that stresses Switzerland's "stability and tranquillity." A $3 million advertising blitz touting the pleasures of Greece includes a series of TV commercials, first aired last year, in which such all- American personalities as Cliff Robertson, Lloyd Bridges and Sally Struthers tell their compatriots, "I'm going home . . . to Greece...