I am an unabashed fan of Swatch. I’ve always loved Swatch watches, and as I’ve gotten deeper and deeper into the hobby over the years, my appreciation for them has only grown. They occupy a position that only a few other brands can claim, which is that they’re both an entry point into the hobby, and an arena for very serious collecting. Seriously, Swatch collecting is almost a separate category from watch collecting entirely, and requires a completely different base of knowledge, and, often, an appreciation for things that more mainstream collectors don’t often think about (like packaging, to name just one example).
Swatch has been on something of a roll lately in my opinion, releasing a slew of watches that are genuinely interesting and visually striking, and sometimes paying homage to the brand’s early days in unexpected ways. One of my favorite pastimes around here is calling out the great things Swatch does besides the neverending collaborations with their luxury group siblings (it’s no secret that I’m not the biggest fan of the MoonSwatch and new Blancpain collabs), and a recent release, a collaboration of a different sort, caught my eye. Yes, Swatch has a new watch featuring classic iconography from The Simpsons, one of the most omnipresent pieces of pop culture in our lives over the last three decades. It’s a perfectly cromulent watch if there ever was one.