WHAT IF… The quartz crisis never happened?
Likely the most significant horological event of the previous century, the quartz crisis (or revolution, depending on which side you stood), not only signalled the beginning of the end for many smaller watch manufactures, but also influenced the way we look at watches to this very day. Quartz is often looked down upon, and incorrectly … Continued
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The new Swatch Bioceramic What If? collection imagines their 1983 debut was square instead of round. It merges ‘80s style with modern eco-friendly materials such as bioceramic. Four watches are available in green, black, grey and beige. The exploration of alternate and parallel universes has definitely become one of the most interesting pop culture trends … 
Universal Genève’s story is one of the highest of highs and lowest of lows. The brand experienced fruitful periods for much of its lifetime, only to become a victim of several unsuccessful post-quartz crisis revivals. Multiple star athletes, musical icons and toppled dictators all sported Universal Genève watches in some capacity, a few becoming heroes … 
Welcome to another episode of WHAT IF…, where we ruminate on the alternate reality of a watch industry in a parallel universe. For this installment, we take a look at TAG Heuer’s Formula 1, a legendary part of horological history, famed not for its elevated status, but for its fun-loving appeal to even non-watch people. … 
If you ask the average person to name a watch brand, they’ll most likely say Rolex. Such is the power of the company which arguably perfected the sports watch, and also transformed wristwatch marketing methods with memorable campaigns and endorsements. In terms of pure dollars, Rolex dominate the Swiss watch industry as well, with US$9.7B … 
Editor’s note: What if? It can be a prefix of imagination, wonder and hope. On the other side of the coin, it can also provoke a melancholy game of hindsight. But within this new column, it is simply a space for us to experiment with our curiosity. Marvel fans will be familiar with the thought-provoking …