A New Square World: Swatch Unveils the WHAT IF...JELLY? Collection

https://www.swatch.com/ja-jp/

In the latest chapter of this series, "WHAT IF...JELLY?", this concept is further evolved, expressing a parallel world where transparency, color, and bio-sourced materials merge.

The watches in this collection of 5 models combine clear cases with vibrant colored dials and matching clear straps. The light and playful design adds new charm to the series' signature square silhouette.

Each model features the collection's signature 33mm x 33mm square dial, and this time, by using bio-sourced materials, it leads the "WHAT IF?" worldview in a new direction. Contrasting, vivid hands add an energetic accent, and the black edition brings a special allure with a color scheme inspired by the legendary 1980s model "JELLY FISH".

This new collection, which mixes transparency, punchy colors, and a design that evokes playfulness and a futuristic atmosphere, continues to explore the infinite possibilities of concepts that should not have existed.

Because the best ideas can sometimes start with a single, simple question: "What if?"

The WHAT IF...JELLY? collection will be available online and in Swatch stores worldwide starting July 2, 2026.

About Swatch

Positive stimulation and joy of living, born in Switzerland: Since its founding in 1983, Swatch has shaken up the watch industry. Swatch has consistently delivered impressive designs that reflect the times, becoming a leading watchmaker worldwide, as well as the most popular—and consistently true to itself—brand globally. There is pride in being a watchmaker that continues to deliver surprises with regularly released new models and special collections. Swatch's revolutionary thinking and activities are also proven by its early involvement in action sports such as BMX, longboarding, and surfing. The Swatch Art Peace Hotel in Shanghai embodies Swatch's love for art and provides a space for artists from around the world to gather.