Swatch launches four square-cased Bioceramic What If? watches in tribute to its 40th anniversary
In 1982, the founders of Swatch were confronted with a creative dilemma: In what shape should they launch their gamechanger of a watch brand—round or square?Time is circular, although in The Unbearable Lightness of Being, Milan Kundera wrote that “time runs ahead in a straight line,” the argument on which his definition of happiness as “the longing for repetition” is anchored.
Just launched as something old, something new is Swatch’s new Bioceramic “What If” collection, a throwback to 1982 when, poised to shake up the watch industry with their philosophy of positive provocation and joie de vivre, the founders of Swatch were confronted with a creative dilemma: In what shape should they launch their gamechanger of a watch brand—as “a round plane figure whose boundary consists of points equidistant from a fixed point ,” as Oxford defines a circle, or as “a plane figure...
This exploration of an alternate reality, more than fun, is a challenge to the status quo, pushing the edges of horological design, as it pays tribute to the 40th anniversary of the company.
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