We Desperately Need More Watches Like This Shirt Cuff Watch from Swatch

The Swatch Cuff Watch was launched in 1997, quite literally blurring the lines between timepieces and fashion. It’s been nearly 30 years and we’ve not seen a single cuff watch since. It’s time we brought them back.

Simply put, this cuff watch traded metal and leather straps for a literal shirt cuff. The watch was suspended within the cuff, and you’d button the cuff around your wrist to wear the watch. Paired with a nice full-sleeve shirt or blazer, the cuff watch would blend in rather nicely, looking oddly appealing without really feeling out of place.

Designer: Swatch

The watch features a 32mm case, enveloped in a striped faux cuff that features 2 buttons for ‘wrist adjustment’. It’s rated for 30mm water resistance, although I don’t know if I’d be comfortable getting a fabric cuff wet. The watch’s face is as minimal as it gets, with absolutely no numerals or branding. Instead, blue hands grace the pure white face, and a crown just about peeks below the cloth, letting you adjust the time. It’s minimal on detail, but maximal on expression. Here’s my opinion, however, Swatch could do a LOT more and the fact that this watch hasn’t been reprised in nearly 3 decades feels like a lot of wasted potential.

Imagine launching the watch in a variety of fashion styles. Patterned cuffs, solid cuffs, branded cuffs (maybe LV or Hermes the way Apple does collabs). As someone who doesn’t wear formal shirts, the idea of owning a watch with a cuff around it definitely has a quirky fashion appeal. The watch faces could use some exploration too – instead of the plain minimal face, make the watch mirror the patterns on the cuff’s fabric. You see what I mean by wasted potential?!

Crocs (as much of a fashion faux pas they may be) did a brilliant job of leaning into customizations and collaborations to keep their shoes looking fresh. They acquired Jibbits and turned them into a marketing machine – Swatch could do this with the cuffs too, leaning into other brands, different styles, fabrics, weave patterns, and a whole lot more.

But given that Swatch probably has more on their plate (or their wrist) to revive a 28-year-old model, here’s another solution – imagine a line of cuff-style straps that could attach to existing watches. A set of cuffs for the Apple Watch, another for the Galaxy Watch, and maybe a few standard straps for watches of 18, 20, or 22mm lug widths. Just remember to keep the base open for smartwatches, so that the health sensors can pick up readings!

I call dibs on the potential million-dollar startup idea.

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