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Swatch goes back in time with the Bioceramic What If?

1982. In the midst of the quartz crisis, the team from Swatch pulls off a stroke of genius: a low-cost plastic watch whose caseback is used as a plate to support the movement. A simple idea, but one that simplified assembly like never before. Several prototypes were in the running, and a round version was chosen. But what if it had been different? That’s the idea behind the Bioceramic What if? collection.

What if the first Swatch had been square?

The question of shape seems to have been crucial to the success of this “little” Swatch. brand that saved Swiss industry. While the engineers, Elmar Mock and Jacques Müller, under the direction of Ernst Thomke, Managing Director of Ébauches SA and a member of the ASUAG Board, decided in favor of a round model, the Swatch GENT will be available in 12 versions and priced at CHF 50. Mixing ceramic powder with bio-based materials, Swatch explores an alternative reality where 4 square models reshuffle the deck.

The Bioceramic What If?

These watches stand out from the rest of the Swatch catalog with their sharp angles within a 33mm case width. The famous bioceramic was used for the case, crown and buckle of the bracelet. the integrated bracelet was bio-sourced to bring to life a design inconceivable in 1982. Turning the watches upside down reveals a unique battery cover featuring the dial of one of the prototypes of the time. The glass, too, is atypical, with a edge-to-edge designThis gives it height, a side view and a unique look to each room. The overall effect is as unique as it is daringgiving a new impetus to the brand that gave its name to the Swatch Group in 1998, 15 years after the merger of SSIH and ASUAG gave birth to SMH. These Swatch Bioceramic What If? are already available for 105€.

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To find out more, visit the Swatch website.


Case : bioceramic – matte finish – 33mm wide x 33mm long – edge-to-edge biosourced glass – full back with printed battery cover – 2 ATM water resistance (20 meters)

Dial : white or matt blue background – printed hour markers and minute scale – day/date window at 3 o’clock – fluorescent hands

Movement quartz – hours, minutes, seconds, day and date – 2-year battery life

Straps : bio-sourced plastic – bioceramic buckle clasp

Information : references SO34B700, SO34G700, SO34M700 & SO34T700 – available on the Swatch website – 2-year warranty – price €105 incl. VAT

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