The WHAT IF? collection delves into a parallel universe where the first Swatch watch was conceived as a square rather than a round timepiece. Now, the collection’s latest chapter—WHAT IF…JELLY?—explores the exciting possibilities that arise when transparent design, vibrant color, and biosourced materials converge along this parallel timeline.

The five watches in the WHAT IF…JELLY? collection feature transparent cases paired with colorful dials, while the transparent straps incorporate matching vibrant hues. The result is a light, dynamic aesthetic that adds a fresh dimension to the watch's distinctive square silhouette.

Each new model retains the collection's signature 33mm x 33mm square case design but is crafted from biosourced materials, steering the WHAT IF? parallel universe in a bold new direction. Hands in striking, contrasting colors inject a burst of energy, while the black model pays special tribute to the classic color scheme of the legendary 1980s JELLY FISH watch, showcasing its unique charm.

This all-new collection blends transparent designs, bold colors, and a playful yet futuristic aesthetic, continuing to explore the infinite possibilities within a concept that "wasn't supposed to exist."

After all, great ideas sometimes begin with a simple question: What if...?

The WHAT IF…JELLY? collection will be available starting July 2, 2026, at Swatch retail locations and online stores worldwide.