SWATCH UNVEILS THE WHAT IF...JELLY? COLLECTION

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 color, and biosourced materials.

The five watches in the WHAT IF...JELLY? Collection pair clear cases with color 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 color combo inspired by the legendary JELLY FISH model from the 80s.

With its mix of translucency, punchy color, 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.