There are four sides to this story as Swatch turns a pivotal decision from the early 1980s into an exciting 2023 “WHAT IF?”.
A single moment in history has the power to reshape everything. In the year 1982, the visionaries who laid the foundation for what would eventually become Swatch encountered a monumental crossroads. They grappled with a pivotal decision: should the groundbreaking Swatch adopt a circular or square form? Fast forward forty years, and the consequential selection of the circular shape has, indeed, charted the course for an illustrious, dynamic, and prosperous narrative.
But WHAT IF a square Swatch had been chosen?
The innovative BIOCERAMIC WHAT IF? Collection ushers in a playful and alternative reality. Swatch, once again, challenges conventional norms by revisiting the square watch prototype of 1982 to craft an exhilarating new assortment teeming with optimistic audacity and a spirit of rebellion. This unexpected collection represents a significant breakthrough achieved through Swatch’s pioneering BIOCERAMIC material. By melding ceramic powder with eco-sourced materials, Swatch’s BIOCERAMIC attains impressive resilience and durability, surmounting the challenges presented by this distinctive square design. It plunges headlong into uncharted territory, breaking free from the ordinary, and wholeheartedly embracing a life filled with enjoyment and no regrets.
Four distinctive styles emerge as standout contenders in the Swatch lineup, characterized by their bold square contours and 33 mm x 33 mm cases. Drawing inspiration from the very first Swatch models, these timepieces radiate a design aesthetic reminiscent of four decades ago, yet remarkably contemporary. The BIOCERAMIC case, crown, and buckle exemplify Swatch’s innovative ethos. The edge-to-edge glass, sourced from biosustainable materials, offers a captivating side view of the dial—a first for Swatch. The luminous hands and a day-date calendar window at 3 o’clock further enhance functionality. The all-new integrated biosourced strap, another Swatch first, showcases the design ingenuity made possible by BIOCERAMIC, a concept unimaginable in the past. Adding a touch of playfulness, each new battery cover features a dial from one of the original four 1983 Swatch watches, paying homage to the 40th anniversary of the GENT watch.
The global debut of the Swatch BIOCERAMIC WHAT IF? Collection is slated for Swiss National Day, on August 1, 2023, and will be available both online at Swatch.com and in Swatch stores—a subtle homage to Swatch’s proud Swiss heritage.
For more information, please visit Swatch.com.
