Watchlords

This is a question we get a lot. How did the name “Swiss Watch Company” come about?

After leaving Swatch Group to start his own company Stephen, having grown up among the heritage of Swiss watches, wanted to have that heritage known within his company name. He came up with the name “Swiss Watch Company” and submitted it to the Swiss Government. It just so happened that there was a time span of about a year and a half where “Swiss” was acceptable to use in the name of a watch company. It was within this time gap that he submitted “Swiss Watch Company” and it was accepted by the government.

After its acceptance the use of “Swiss” was no longer permitted and Swiss Watch Company is the only watch company licensed in Switzerland with Swiss in the name

artman wrote: ↑

January 25th 2024, 3:35pm

I don't like their logo.

It’s a credit to Swiss Watch Company’s build quality that they’ve had so much success despite this logo, as to me, it majorly tarnishes the cleanness of the designs.

Instead of ranting about it, I’m gonna try and identify specific reasons why I think it doesn’t look good to inform future changes. I saw in a comment on an existing review that they were considering a logo switch already, so hopefully, my feedback proves somewhat useful.
Firstly, fitting 17 characters into a single 8mm line is a Herculean task. You can’t read the logo at a glance, which is a big miss; if there’s one thing that big corporations do well, it’s instant brand recognition. You don’t get that here with a font this tiny and crammed together. I’ve heard SWC has some potential trademark issues preventing them from using the initials SWC on the dial, which would have looked much cleaner.

If the full wording has to stay, it surely needs to be spread across two lines, with the icon removed to compensate for this.

Additionally, the cartoonish typeface present is far from the most legible, contradicting the otherwise utilitarian nature of their designs. I’m not saying make the text bland and generic, like loads of AliExpress brands, but something with more of a clear-cut appearance that better matches the quality of the product would definitely be appreciated. The font used for the “Trench” text is certainly better, though I’m not sure that additional dial text needs to be quite so huge.

Alternatively, you could do away with the wording entirely and rework the icon instead. The existing one needs to go, as you can’t even tell what it is or if it has any relevance or meaning. The hand-drawn vibe also doesn’t work so well for symbols, as it looks like a schoolbook doodle, so I’d scrap it or at least heavily update it.

artman wrote: ↑

January 25th 2024, 3:35pm

I don't like their logo.

jason_recliner wrote: ↑

January 27th 2024, 3:22am

The name and text are okay, the logo is fucking HILARIOUS! Who thought a hippopotamus arsehole is an appropriate logo for a watch?

bbattle wrote: ↑

January 27th 2024, 5:11pm

Are there other companies that have become remain wildly successful despite having massive amounts of verbiage all over the dial?

jason_recliner wrote: ↑

January 27th 2024, 3:22am

The name and text are okay, the logo is fucking HILARIOUS! Who thought a hippopotamus arsehole is an appropriate logo for a watch?