A new square dimension: Swatch unveils the WHAT IF…JELLY? collection

The WHAT IF? Collection dives into an alternative square reality, one where the very first Swatch watch was imagined as a square instead of a circle. Now, the latest chapter in the series, WHAT IF…JELLY? pushes that idea even further, asking what happens when this parallel reality lets transparency collide with colour and biosourced materials.

The five watches in the WHAT IF…JELLY? Collection pairs clear cases with colour-charged dials, and clear straps filled with the same vivid shade. The result feels light and playful and adds a new dimension to the square silhouette that makes these timepieces so distinctive.

Each new model features the collection’s signature 33 mm x 33 mm square dial design, this time crafted with biosourced materials, pushing the alternative WHAT IF? reality in a new direction. Vivid contrasting hands add a pop of energy, while the black edition adds a special touch with a colour combo inspired by the legendary JELLYFISH model from the 80s.

With its mix of translucency, punchy colour, and a design language that feels playful and futuristic all at once, the new collection keeps exploring the endless possibilities of a concept that was never supposed to exist in the first place.

Because sometimes the best ideas begin with one simple question: What if?

The WHAT IF…JELLY? Collection will be available online and in Swatch stores worldwide from July 2, 2026.

ABOUT SWATCH

Positive provocation and joie de vivre made in Switzerland: since its founding in 1983, Swatch has shaken up the watch industry. Thanks to its striking designs, which always reflect the zeitgeist, Swatch is one of the leading watch manufacturers and the most sought-after brands in the world, and has always stayed true to itself. The watchmaker continues to surprise, whether with regularly released new models or special collections. The revolutionary way in which Swatch thinks and acts has always been evident with its early involvement in action sports, such as BMX, skateboarding, and surfing. The Swatch Art Peace Hotel in Shanghai embodies the brand’s love of art and brings together artists from around the world.