Swatch plays with its origins, remembering its initial doubt in the early 80s, about what shape its watch should be – round or square? and the result is already known in a written history of successes.
And today Swatch pays homage to its history by launching the “What If?” with four new watches in square Bioceramic.
The new collection, in addition to the 33mm x 33mm bioceramic case, in black, grey, beige and green, also comes with a tapered integrated strap matching the case in bio-sourced material, the same as its shaped-box glass with rounded edges allowing you to see the time from almost any angle. Also noteworthy is the rear case that displays different designs on the battery cover that revive past dial designs.
The four models are presented with different colours and layouts on the dial, with the black version displaying a white dial with stickers hour markers, the grey version which also comes with a white dial is decorated with Roman numerals, the beige version opts for a blue dial and Arabic numerals at 6-9-12 o’clock and finally, the green version which comes with a more minimalist design displaying some square shapes with a railroad track.
All models also share an hour and minute hands filled with luminescent material, with emphasis on the grey version that comes with syringe hands instead of the pencil hands of the other three, and also a double rectangular day-date window at 3 o’clock.
The collection will be available worldwide from the 1st of August 2023 with a unit price of €105.
As many have noticed, I’m not a big fan of the new Swatch models, mainly because of their excessive size, but I’m still an admirer of the brand throughout its history.
I cannot fail to recognize that, like many other brands, I am more enthusiastic about old Swatch models, more simplistic and more retro, however from time to time the brand surprises me and this launch is proof of that.
I’m looking forward to seeing the new collection live, but for now, it looks like a different and fun collection where even the price seems to match … if I had to choose one right now, grey would be my choice, which seems to be the more formal and therefore also the most boring, but in the end, it’s a matter of personal taste.
More information is available here.