Swatch, one of Switzerland's most entertaining and powerful brands, introduced its new angular watch series, the "What If" collection. These models are not the first angular watches of the brand. Although Swatch has been building its collections on round-case watches for many years, it occasionally promotes angular models, which we can call experimental. The What If collection, on the other hand, approaches this from a completely different perspective.
In the 80s, when Swatch introduced its first models, it brought together models that could be described as "revolutionary" for the watch industry not only with watch enthusiasts but practically everyone. I see the What If series as an evolutionary step, if not revolutionary, that has been brought to life after the past 40 years. More interestingly, among the first Swatch watches planned to be introduced, there were also options with a square case, but they decided that the circular shape was a better choice. As the name suggests, the What If series looks like a version of a completely different Swatch story in a parallel universe, adapted to our time. After the reality of the Apple Watch, which overturned the overwhelming dominance of round case watches and challenged the entire Swiss watch industry on its own, I interpret the appearance of Swatch in an unusual and yet familiar form as an exciting move.
Plastic cases, sizes that can easily fit both women's and men's wrists, basic yet legible dials, striking color themes that I am sure will join the family and an extremely affordable price tag... Is there a better alternative to step into the square watch market?
Everything started with the supremacy of white and black. Gold was added in between, then colors were added. Various materials were tried. In recent years, we have been witnessing a trend of colorful dials that started with the lead of Rolex's Oyster Perpetual series and continues unabated. Red, green, yellow, pink, turquoise... It's like every single tone was used on a watch dial.
Gender-free watches are everywhere. Today, every manufacturer, from Swatch to Richard Mille, is not afraid to add every color to every model, and this "difference" is in demand more than ever. Would you like the Ryan Gosling pink TAG Heuer from the premiere of the blockbuster Barbie movie or the RM 38-02 exclusively made for famous golfer Bubba Watson? This is also evident in watch sizes. As far as I can see, unisex-size watches have started to attract more attention compared to a decade ago. It's time to break the rules and step outside the line. Or would it be more accurate to say returning to the basics, what do you think?
By the way, I am exposed to German watches more than UV rays in these summer days, and I am certainly not complaining about this. Sinn, Nomos, Glashütte, Lange and more... My interpretation of German watches, regardless of brand, is that you get "more" watches for the money you pay than a Swiss watch. I know the concept of “more watch” sounds strange, but the Germans work with such overwhelming dedication and perfection in every detail that you can admire every single component of the watch, regardless of case, dial, movement, or strap/bracelet. I hope we will see more German players in the sector in the future.
