Swatch

AI-generated mock-ups, collector reactions and online speculation are already turning the launch into one of the year’s most divisive watch debates.

Beyond specialised workbenches and minuscule components, watchmakers and brands alike find their cultural footing in the arts.

Men’s Folio speaks to three watch collectors on how it all began, and what keeps them collecting today

Inspired by its original 1983 “Jellyfish” design, Swatch keeps things playfully transparent with the SCUBAQUA Aurelia Aurita.

Watches reimagine

Throughout time.

Fifty fathoms deep.

Omega and Swatch have come together to ace the collab culture with an unexpected watch collection launch. Taking its name […]