Zurich, July 2023 – The famous Watch brand Swatch is making a very special kind of statement with its latest “WHAT IF?” collection. Inspired by a pivotal moment in the brand’s history, when the founders were faced with the choice between round and square design, the BIOCERAMIC WHAT IF? collection represents a bold alternative to the status quo.
The linchpin of the brand’s history
In 1982, the founders of Swatch were faced with a groundbreaking decision – should the revolutionary wristwatch be round or square? The decision in favor of the round case laid the foundation for the brand’s legendary success story. But now Swatch raises the question of what would have happened if the square design had been chosen. The BIOCERAMIC WHAT IF? collection presents us with the answer to this exciting question.
The innovative strength of BIOCERAMIC
The new collection is based on the square prototype from 1982 and embodies the unconventional spirit that Swatch has always stood for. The use of the innovative BIOCERAMIC material gives the watches amazing durability and longevity. The combination of ceramic powder and bio-based materials makes the Swatch BIOCERAMIC a robust companion for every day.
Bold design and timeless elegance
The BIOCERAMIC WHAT IF? collection comprises four models with a square 33 mm x 33 mm case. The clear and uncluttered dials, the minimalist case and the subtle colors gray, green, beige and black make the classic design look fresh and modern even after four decades. The case, crown and clasp are made of BIOCERAMIC and represent the innovative spirit of the brand.
New features and homage to tradition
The Swatch BIOCERAMIC WHAT IF? collection offers some exciting new features. The bio-based edge-to-edge glass, a first for Swatch, spans the entire height and width of the case and provides a cool side view of the dial. The fluorescent hands and the day of the week display at 3 o’clock provide additional functionality.
A special tribute to Swatch’s Swiss roots is the launch of the collection on August 1, 2023, the Swiss national holiday. The Swatch BIOCERAMIC WHAT IF? collection will be presented worldwide on Swatch.com and in all Swatch Stores.
Conclusion
With the BIOCERAMIC WHAT IF? collection, Swatch once again demonstrates its innovative strength and creativity. The bold and modern watches with the square design are a statement of individuality and a thirst for adventure. Be there when the collection celebrates its worldwide debut and immerse yourself in the exciting world of Swatch.
Discover the Swatch Art Journey Collection with Jean Michel Basquiat here.
