If you believe virtually any watch aficionado, your first timepiece should be a skyscraper-inspired combination of gleaming glass and metal that goes with everything, clashes with nothing and will never go out of style. But what might surprise you is that Swatch – the brand that built its legacy on creating the exact opposite, and which revived the Swiss watch market in the process – tends to agree. Contrary to popular belief, the iconoclastic watchmaker’s name is not a contraction of “Swiss watch” but a portmanteau of “second watch”.
Whether or not you subscribe to the notion of a watch as an everyday essential, the idea of a second watch is kind of revolutionary.
In a sartorial era that’s often too serious, too subtle and too same-samey, Swatch asks: why not have a fun watch too? It’s not necessarily about marking an occasion, making an investment, signalling status or even really keeping track of the time (though it does that with precision). It’s a style enhancer, a choice for spontaneity, creativity and joy when getting dressed in the morning (something we could all use more of).
Consider the brand’s newest Essentials range, released in January. There’s a collectible feel to many of the pieces, the sun-brushed dials and 3D numerals evoking the allure of ’90s techno toys and Tamagotchis.
Glow-in-the-dark hands conjure up childhood ceilings covered in incandescent stars, while oversized square faces nod to the classic Game Boy. A fresh mint-green face meets a sleek sunsetblush band in the exact palette of a watermelon Lip Smacker, and colour gradients that extend across the dial and strap mimic the transitioning hues of a slinky toy.
Paired with a perfectly tailored suit, such pieces can completely change your impact. Suddenly, what felt safe and predictable is playful and stunningly self assured. Fashion is meant to be an expression of personality, so if you have one, it might be time for a Swatch. Just for fun.
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