In which Swiss municipality is The Swatch Group's headquarters located?

The Swatch Group's headquarters is located in Biel/Bienne, Switzerland.

Biel/Bienne is officially bilingual, using Biel as its German name and Bienne as its French name. The Swatch Group lists its headquarters in this municipality in the canton of Bern, one of Switzerland's historic watchmaking centers.

The group was created in 1983 through the merger of ASUAG and SSIH during a severe crisis in the Swiss watch industry. Its Swatch brand helped popularize colorful, affordable quartz watches while preserving Swiss manufacturing and design identity.

Biel/Bienne is sometimes confused with La Chaux-de-Fonds or Geneva, both important places in Swiss horology. Those cities host major watch companies and institutions, but the Swatch Group's corporate headquarters is in Biel/Bienne.