Amazing specs and look, questionable branding

Not the first to reference impressive products with a terrible logo. I believe Dave from Just the Watch (YouTube) was the first I’d heard of them and he said exactly that.

I don't know why watch companies do it, especially micro brands. They must know that watch nerds love a simple uncluttered dial, but they keep doing it. This watch is ruined in my eyes by that TRENCH logo

Yes, too much text on the dial in random fonts. Hardly Rolex amounts of text but they make up for it in size.

And I don't like the brand name either, but neither do I like "International Watch Co"

I totally agree. "Trench" is out of synch with the look of the watch. Too bad, that's otherwise a nice looking watch.

Agreed - I did a redesign of this logo awhile ago but the TRENCH portion is new to me… appears to be for a separate brand, like a double-stamp but sounds like this might be just the name of this line/model of watches. Unfortunate.

They an American brand that slipped through a unique loop hole where the Swiss government couldn’t stop them putting Swiss in their company title, no one else did it so I suspect they are maximising the term Swiss. After a period of establishment I would suspect they would go to SWC but would that upset IWC?

I never saw "manual winder" on a dial (or anywhere else) on a watch.

Manual,Mechanical and Hand winding but never manual winder.

I'm not sure anyone likes the SWC branding, and I am sure that many have said so. Doesn't seem to matter! In my limited experience, they make truly good value watch. As an example, on my piece the teeeny little star/cross design in the middle of the other stuff is delicately incised into the dial. It sparkles delightfully throughout the day, a little near-secret element of beauty for the wearer to enjoy. Just glinting like a diamond within that muddle. It's always interesting to see someone make a thoughtful design like that, with each part carefully considered, yet some of the choices are really not what you'd do; In some cases, the overall thing is so well-executed that you kind of shrug affectionately.

While the additional Trench branding is unusually prominent, it arguably works better than their actual logo. It does capture some early trench watch vibes, I think, and at least they didn't do that stencil-style typeface!

I am not claiming to be the first to reference this. I just expressed an opinion and was looking for others to offer their opinions

Exactly

The watch design is phenomenal. I love everything about the trench apart from the branding

I guess I am one of the few that is not bothered by the branding. I have owned several watches from SWC and they are some of the best watches for not much money. That being said, I don't understand why they don't offer a sterile dial version.

They courted opinion on here a little while back

I agree, while making great timepieces and very nice designs, the brand name puts me off for some reason. Gives me the vibe of that laat child just seeking for attention.

And they changed nada

They’d already made them; that horse had already bolted.

I absolutely love my Ark GMT, I definitely want and SWC.

Great specs. I don't like the branding on the dial & wouldn't buy it

I was immediately put off by the logo the first time I saw a review of an SWC watch. However, I really like the Trench. After watching SWC youtube channel and seeing what their family is about, I think I can start to look past the branding. It does seem like they are a family of watchmakers and engineers, and the way the watch dials are graphically designed tells me they were designed by engineers 😆 for some reason that makes me like their products as a whole some more. I ordered a Blue trench and am waiting for it to arrive.

Couldn’t agree more! Super impressive specs and finishing… but the name and the logo are just plain bad. I know branding is easier said than done, and I don’t want to crap on someone’s hard work, but I almost feel like this is worse than those Ali word jumble brands or Spaghetti Scametti faux Italian drop-shippers. Simply because it’s a far better quality product, so passing on it because of the branding is a bummer for me as a consumer.

The other killer for me (coming from a digital marketing background) is that “Swiss Watch Company” gives the impression they selected the name just to leverage SEO. I liken it to opening a restaurant named “Best Restaurant Near Me”.

**EDIT**

I thought I remembered seeing another Cruncher’s post where they reworked a concept of the SWC logo.

Searched around and found it here:

https://www.watchcrunch.com/bevelwerks/posts/logo-redesign-swiss-watch-company-19268

Looks awesome @bevelwerks! Much more interesting and well considered in my opinion, SWC would be smart to hit you up! 🍻

In my mind, there are two types of people, or two kinds of skill sets: Artists and Engineers. Artist brains are perfect for creating art, they live for the visual or for music, not for counting or planning. Engineer brains on the other hand love the details, the specs, the numbers, how things work and function. Few people have both brains/personality types.

I think many watch geeks, including the creators of the "Swiss Watch Company" (and Marc at Long Island Watches and the creators behind many AliExpress brands) are Engineers; they can create perfectly good watches with the right specs for their price points, but they couldn't design a good looking logo if their lives depended on it.

That's why you pay an artist to design your logo. You only need to do it once

Absolutely. But that requires the Engineer to realize there is a need for that - which they generally don't.

I agree 100%. With so many choices it's the little things that make the difference. The wordy, busy dial is a no from me. Also the name is really terrible. Simplify and just call yourselves SWC or get an entirely new, better name.

Me as well. I will it was mechanical although part of me gets it as a quartz, makes it grab and go

I have a watch and a few straps from SWC. The AR coating and lume make me forget about the logo and I find this watch on my wrist more often then more expensive watches I own.