The Hamilton Watch Company was originally formed to produce high quality pocket watches and wristwatches mid-range and luxury. Hamilton would become a corporate conglomerate diversified in other operations. The Hamilton brand name still exists in name as a division of a major Swiss assembler of production grade mechanical and quartz wristwatches. The Hamilton name brand is currently owned by The Swatch Group Ltd. Swatch Group Hamilton brand watches have grown increasingly popular. Modern Hamilton watches no longer use proprietary "in house" movements, instead using movements made by The Swatch Group's movement making subsidiary, ETA. In the late 1980s and early 1990s, Hamilton began a marketing campaign that resulted in a comeback. Vintage designs were coming back in style and Hamilton had a large portfolio of popular designs from the 1920s, 1930's, 1940's and 1950s from which to draw. Playing on this resurgence, Hamilton replicated several of these original designs, such as the Ardmore, Boulton, Cabot, Piping Rock, Spur, Wilshire, and the 1957 Hamilton Ventura. These reissued watches incorporate a modern Swiss-made quartz movement. In 2007, Hamilton introduced special editions of the Ventura to coincide with the 50th anniversary of the introduction of the electric watch. For the U.S. market, stainless steel quartz and automatic versions were released with a production of 1,957 each; for the Asian market, yellow and rose gold plated Ventura models were released with a total production of 1,000 each. In 2009, Hamilton released three new Ventura models to celebrate what would have been the 75th birthday of Elvis Presley. Presley wore a Ventura in the movie Blue Hawaii. The automatic PVD version is an updated design of the Ventura