Swatch Asks the Importance Questions: Introducing the What If…Jelly? Collection
This was supposed to be the summer of the Royal Pop. Still the biggest cultural moment for watches of the year, the Royal Pop launch did not exactly go as anyone anticipated, and it created perhaps the wrong kind of crossover moment for all involved. I’ve come to think that the product itself, a colorful pocket watch sharing a silhouette with the Royal Oak, is a lot of fun and a genuinely good and smart idea, but the rollout was so epically poor it will take a long time for the sour taste in all of our mouths to be washed away. I’m not quite sure what the current availability of Royal Pops actually is in the various Swatch boutiques that are designated to sell them. I’ve seen exactly one in the wild, at Windup Chicago over the weekend, worn on the wrist of an attendee on an aftermarket strap of some kind. It’s safe to say, though, that it has not yet caught on as a Labubu-like sensation the way that Audemars Piguet and Swatch likely hoped that it would. So, like Swatch themselves, I’m forced to ask “What if…?” What if the Royal Pop had been earmarked for a summer 2027 release instead, and that this year’s big launch was actually the one that came across the transom last week? The new “What If…Jelly?” is one of my favorite types of Swatch releases: those that remind us that what the brand does best are not the intra-group collabs like the MoonSwatch or big hype pieces like the Royal Pop, but the colorful, purely original designs that could only b...
Time+Tide
