“The chief enemy of creativity is good sense.” — Pablo Picasso
Watch collecting can sometimes become too serious an affair. Collectors often get fixated on the established belief that only the most impeccable examples of horology and restraint deserve attention. Of course, a perfect Cartier Tank or an immaculate Rolex Datejust with a linen dial are magnificent pieces. However, sometimes it's worth relaxing and allowing yourself a bit of fun. In this light, let's look at five watch brands that know how to have a good time and demonstrate a playful approach to watchmaking.
Studio Underd0g: Playfulness and Vibrant Colors
The British brand Studio Underd0g has become a favorite in the microbrand community, entering the market with a bright and playful take on mechanical chronographs. The main feature is dials inspired by the shades of fruits and vegetables. Models with motifs of strawberries and cream, watermelon, and even pumpkin (the latter released in a limited edition of two pieces, one of which was donated to charity) quickly sold out, and the brand's popularity shows no signs of waning. A special highlight is the model with a purple-green dial made from real eggplant peels, as well as the exclusive "pizza" watch. Founder Richard Benc knows how to add fun to watches.
The 01Series watches share a common architecture: a stainless steel case with a diameter of 38.5 mm, a visible hand-wound Seagull ST-1901 chronograph movement (based on the classic Venus 175), and a double-domed sapphire crystal. The retail price is around £550, which is quite reasonable. The 02Series showcased a more sophisticated approach while retaining vibrant colors and playful design solutions.
Mr. Jones Watches: Watches as Art Objects with a Philosophical Touch
Mr. Jones is a brand that can be described as quirky with a daring twist. At first glance at their unusual watches, you might wonder: “What time is it?” - and that's exactly what's intended. These are affordable art objects for the wrist that don't shout the time but invite you to ponder and enjoy the piece itself. Yes, the time can be read, usually in an unusual and intricate way, but the main joy is in letting go of stereotypes about what watches should be and simply enjoying the moment.
The dials combine aesthetics, a bit of madness, and even deep philosophical ideas. It is recommended to explore the range on the website, as there is a style for every taste. The watch sizes vary, mechanical or quartz - your choice, but it's the dials that play the main role here, often using the mechanism in unexpected ways.
Konstantin Chaykin: Freedom of Experimentation and Unique Wristmons
Independent brands have the advantage of freedom to experiment, and Konstantin Chaykin's creativity manifests in both mechanics and decor. He is best known for the Joker model, which became the basis of the Wristmons series - watches with a "face" and eyes expressing emotions. The left "eye socket" indicates the hours, the right - the minutes, and the mouth with a moon-shaped phase indicator serves as the "tongue". The movement is based on a modified La Joux-Perret caliber. The collection features diverse Wristmons - from real and mythical animals to festive characters like Santa Claus, the Easter Bunny, and even a Minion. Chaykin does not hide his sense of humor, even attempting to break the record for creating the world's thinnest watch.
Swatch: Saving the Swiss Watch Industry with a Playful Spirit
Swatch emerged as a response to the quartz crisis that threatened the Swiss industry, and its playful approach helped change the situation. The brand won the hearts of both children and adults. Classics like the transparent Jellyfish (now Clearly Gent) became symbols of the joy of wearing watches. Collaborations with pop culture heroes, such as The Simpsons, allow wearers to carry their favorite characters on their wrists. The name Swatch instills confidence, eliminating any embarrassment in self-expression through watches. There are many designs in the assortment, satisfying different tastes and senses of humor.
H. Moser & Cie.: High Engineering with a Witty Approach
H. Moser & Cie. are known for their impeccable dial craftsmanship, lack of branding, and high-precision mechanics, but behind this lies a witty sense of humor. Unlike the harmless fun of Studio Underd0g, some brand releases cause a stir. An example is the Swiss Alp Watch, a fully mechanical watch styled like an Apple Watch. Besides the analog hands and winding crown, most could mistake them for ordinary "smart" watches. Even the loading screen is reproduced using the small seconds hand.
The company is also known for turning April Fools' jokes into real products. For example, the Alp Watch Infinite Reboot - a watch without hands and a repeater that doesn't show the time at all. Another unusual piece is the Swiss Mad Watch with a case made of real Swiss cheese encased in resin, making it one of the most unusual cases in watchmaking.
Bamford: Customization and Bright Colors Without Compromise
And finally, George Bamford - the founder of the renowned Bamford Watch Department customization business and the eponymous brand. He is not afraid to experiment with bright colors and cartoon graphics, whether in his own models like the B347 BAD MOF'R in collaboration with seconde/seconde/, or watches from major brands - Franck Muller, Girard-Perregaux, TAG Heuer, Zenith. From Popeye to Snoopy - Bamford is always ready to add an element of fun and individuality to watches.
These brands demonstrate that watches can be not only precise instruments but also a way to express character, mood, and creativity. They expand the boundaries of traditional horology by combining quality with playful forms and colors. This approach not only refreshes the industry but also attracts a new audience, for whom not only functionality but also the emotional component of the accessory is important.