These 5 watch brands know how to have a bit of fun

Buffy Acacia

“The chief enemy of creativity is good sense.” – Pablo Picasso

I’m just gonna say it, watch collecting can be far too serious. Too often, collectors get caught up in what they’ve conditioned themselves to believe, that only the utmost examples of horological taste and restraint are worthy of collecting. And while it’s true that the perfect Tank or a pristine linen-dialled Datejust are wonderful things, sometimes we could all stand to loosen up and live a little. In that spirit, here are five examples of watch brands that know how to cut loose, footloose.

Studio Underd0g

Britain’s Studio Underd0g has been a darling of the microbrand realm since it burst onto the scene with its playful, colour-soaked take on the mechanical chronograph. The dials are the main attractions here, taking their inspiration from the hues of, among other things, fruits and veg. Strawberries and cream, watermelon, and even a pumpkin variant (an edition of two, with one going to charity) have all been sell-outs, and the brand’s momentum shows no signs of abating. There was even a purple and green model with a dial made from actual eggplant skins, and our very own Time+Tide Hand Delivered “pizza watch”, so founder Richard Benc certainly knows how to have fun.

The 01Series watches themselves share a common architecture, with a 38.5mm stainless steel case, a visible hand-wound Seagull ST-1901 chrono movement (based on the classic Venus 175), and a double-domed sapphire crystal, all for a reasonable £550 retail. The 02Series brought out a more sophisticated side of the brand yet still revolves around lush colour tones and playful construction tricks.

Mr. Jones Watches

Much like Willy Wonka, Mr. Jones as a brand could aptly be described as whimsical, with a subversive edge. When you first see one of its quirky timepieces, you may be thinking, “Uh, okay, so what time is it?” And that’s exactly the point. Well-priced little objets d’art for the wrist that don’t obviously shout the time, but encourage you to linger on the art itself. Yes, you can read the time, usually in a unique, roundabout way, but the joy of Mr. Jones’ ever-evolving line-up requires you to throw away preconceptions of what a watch “should” be, and celebrate being in the moment. There’s aesthetic beauty, a bit of lunacy, and even some deep philosophical moments happening on these dials. It’s worth perusing the website, however, because there’s sure to be a style to suit your fancy. The watches themselves come in a range of sizes and offer mechanical or quartz movements, but the dials are the real stars here, as they often take advantage of movements in unexpected ways.

Konstantin Chaykin

Independent brands are blessed with the freedom to experiment, and Konstantin Chaykin’s creativity extends to both the mechanical and the decorative. Best known for the Joker watch that birthed his Wristmons series, the wild-eyed grin guarantees a smile on your dial whenever you check the time. The left eye points to the hours and the right eye indicates the minutes, while the open mouth uses a moonphase display for the tongue. Now powered by a modified base movement from La Joux-Perret, there’s a huge variety of Wristmons available from animals both real and mythical, to holiday icons like Santa and the Easter Bunny, and even a Minion. Konstantin Chaykin can’t even keep a smile to himself when attempting to break the record for the world’s thinnest watch.

Swatch

Swatch may have come into being to save the Swiss watch industry, on its last legs from a decade of the quartz crisis, but its fun-loving attitude is exactly what got the job done. Capturing the imaginations of children and adults alike, timeless classics such as the see-through Jellyfish (now known as the Clearly Gent) have cemented themselves as examples of wristwatch joy. Then there are the collaborations with pop culture icons like The Simpsons, placing our favourite characters on our wrists whenever we want. It also helps that the name Swatch carries a certain validation, removing any shadows of shame or embarrassment that can sometimes come up when we try to express ourselves against the norm. There’s no shortage of designs available, each catering to somebody’s humour and whimsy.

H. Moser & Cie.

While H. Moser & Cie. may be known best for its intense dial finishing, lack of branding and high-end engineering, its snide sense of humour has been a staple of watchmaking in the last decade. Unlike Moser’s collaboration with Studio Underd0g which just indulges in harmless fun, other releases have riled people up intentionally. One of the most impactful examples was the Swiss Alp Watch, a fully mechanical and traditionally-crafted facsimile of an Apple Watch. Aside from the analogue hands and crown giving it away, most people wouldn’t think twice in assuming it was just a regular smartwatch. Even the loading screen has been replicated through a small seconds complication. H. Moser & Cie. were also notorious for turning its April Fool’s Day pranks into genuine releases, such as the Alp Watch Infinite Reboot which didn’t even have hands or a repeater complication, meaning that there’s no way for the watch to tell the time at all.