Swatch unveils its five-model WHAT IF…JELLY? Collection worldwide, expanding its square WHAT IF? series with transparent, colour-focused, biosourced watches available online and in stores from July 2, 2026.

The WHAT IF? Collection explored an alternative concept in which Swatch’s first watch was designed as a square rather than a circle. The new WHAT IF…JELLY? iteration extended this square-based concept.

The five WHAT IF…JELLY? watches paired clear cases with colour-charged dials and matching clear straps. The design added a new visual dimension to the collection’s square silhouette.

Each new model featured a 33 mm by 33 mm square dial crafted with biosourced materials. Vivid contrasting hands provided additional colour accents.

A black edition used a colour combination Swatch said was inspired by its JELLY FISH model from the 1980s.

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