Are They Mad?! They Know I Hate Their Brand But…

[@BensWatchClub]

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[@swisswatchcompany1710]

Thank you for the detailed review Ben! It is a pleasure to be featured on your channel. We appreciate all of the feedback given. We do hear our customer as well as potential customers when it comes to the disliking of the branding. We are working on different approaches and are keen to seeing the polls coming out! Thank you again Ben👍

[@kobusvanrensburg4092]

That's the right attitude. 👌

[@danielcuellar2955]

I’ve been looking for new watch to round out my collection and these tick most of the boxes, however the logo has to improve. So looking forward to any future changes.

[@kimchiwasabee]

I will def buy one soon!! Very cool brand,big bang 4 the buck!! Your logo is totally ok,and i'm very picky about logos especially,having designed a couple myself. Best wishes.

[@troogroove9318]

Just can’t buy one, the logo on the dial is terrible and off putting, and only a manual wind and no screw down crown. Perhaps go into the real world and talk to people about what they want. As it stands it is Hamilton all the way.

[@SBF334]

What a great idea, attitude and response.

[@hammyjammies]

I like how they have clearly done their research and taken the time to acknowledge your previous reviews. Shows they've not just sent out a generic email via a mail merge to anyone who reviews watches.

[@edenhill422]

It's amazing how much the logo redesign chanced the Christopher Ward watches. They went from a hard no from me to the top of my want list. So many watch brands could learn from this.

[@samwebb585]

A friend showed me his OG Trident with the horrendous branding, I hated it. Hoooooowever, my daily is a CW Sealander and I will never let go of it. Less is more!

[@sl8a88]

I feel like CW listened to the community about the logo and now it looks amazing, and I would definitely buy a CW

[@xynged]

The old logo was Daniel Wellington tier lmao

[@nextonthewrist]

Nice detailed review, I agree entirely on logo gripes it's shocking, looks like late 90s word art from a school project. It puts me off their entire range despite the clear value for money. I wonder if they couldn't shorten company to 'Co.' to save dial space if they can't use SWC...

[@serenityinside1]

That’s what I think !

[@dunka12]

If they ever decide to change that horrible logo, i'll probably snatch some of their watches. Look at Christopher Ward. Updating the logo did wonders for them. Same story there, once they had a cool logo, i immediately got one. Their quality was great. I'm curious what's the story behind it, and why are they so stubborn to change it. I'm sure they're aware most people hate it. Did the nephew of the owner make it? Or what's going on with that. Feels like they just can't accept it looks like the logo made by an old lady for their cookie bakery. Such a small thing to change that might fundamentally improve the trajectory of your company. It's crazy.

[@Caxel108]

The w inside the c for Christopher ward was by far the best logo. The new bit block one looks like dog water.

[@StrikeWarlock]

The approach on stacking the lume is pretty smart, since it looks great under light while the numbers look nice while maintaining full legibility in the dark.

[@john-paulsilke893]

And side scattering keeps them legible even when the lume gets tired. Super Luminova is what they’re using so you are good for all night if you keep it on your wrist or bedside. (My phone wakes the little ones who crawl into our bed so I use one of my Seiko 5’s typically for this usually but SWC doesn’t screw around for sure. I’m actually buying a blue chronograph, but they are out of stock where I am so I may end up with the green instead.

[@lordcharfield4529]

Logo only would be the best way to go. CW increased their sales by 25% when they changed to their current logo, albeit for a few months until sales stabilised again.

[@Chef_Alpo]

I've been watching them from the beginning, CW changes their logo more frequently than any other company I have ever seen.

[@nakazatotakeshi4286]

Their logo is terrible sure. But disliking a brand or even hating the brand without even holding one of their watches on hands is absurd to me.

[@matthewsanders6499]

I've said it before and I'll say it again: most microbrands have ugly logos and stupid names. That being said, these watches are a quality timepiece. Maybe I wouldn't pay the price, but I would be confident with one of them on my wrist.

[@OGSiX33]

Wow, that trench with an improved logo would be an incredible piece!

[@cartoonpete407]

Graphic designers like myself have a rule of thumb - No more than two different typefaces on a single design unless absolutely necessary.

[@Theo-ul8qm]

Wow! Of course they were confident when they're offering mirror polished titanium at £500. I'm a big fan of the trench, even though, like you say, the branding overall is not great. Not only the logo, but the 'Trench' type I don't find attractive at all. But everything else about that watch I like a lot.

[@chirayumadhura5593]

Hi, My name is Chirayu I wanted a suggestion from you I have a fastrack watch model no. 3223KL01 in blue , I am thinking of changing my leather strap to a metal strap and which colour I should choice in metal strap blue or sliver so what you think it would be a right choice to change my strap, it will look good on this watch or I should stick with leather strap

[@robh.2400]

I must admit that logo is what has put me off considering this brand. The Trench looks very nice, but that huge "TRENCH" is even worse than the logo. With a bit of brand tweaking, SWC could be a very compelling brand.

[@NotThatOneThisOne]

Absolutely

[@sabot03196]

I've had an SWC Arc for almost two years. It's light on the wrist and hasn't marked up from use. The straps (it comes with two) have worn well with no fraying. The logo doesn't bug me that much. Though the amount of printing on the dial of the Trench put me off the second I saw it. Plus I need another Field Watch like I need a hole in the head. I think value for money, SWC has good offerrings. Their AR coating really helps with all angle legibility and yes, their lume game is very strong.

[@MrBacchus18]

I have previously owned a SWC Bunker and gifted an Ark in the past. I think their biggest problem is their name Swiss Watch Company is not very aspirational. I guess there is nothing they can do about that if they are not allowed to put SWC on the dial. I would suggest going with their logo only which I find inoffensive. The quality of their watches is quite good and their customer service is good, prices are pretty good as well.

[@StrikeWarlock]

It's as subtle as Christopher Ward's logo clearly being the Swiss flag.

[@watchchimp3102]

Hmmm . . . . An almost 13 minute review and an overwhelming amount of that banging on about the silly logo! I've got the Bunker and my only complaint would be the lack of a screw down crown. If you give me a watch like the trench (or the Bunker) you can call it the Flying Burrito Turd and I wouldn't care one bit! FBT for short! 😅 Show of hands from those that couldn't care less about the name or logo! 👋

[@theelderkine]

I absolutely love the aesthetics of the Trench… but I hate the “TRENCH” name being on it altogether. For me it just clutters an otherwise-beautiful watch. I’d buy one immediately without that.

[@lcjlcj2739]

I’m afraid the ability to design the branding reflects the ability of the company’s design /philosophy /operation / etc

[@COINTOME]

Bro, there was an indian watch brand known as HMT which used to make wonderful watches but now its closed, they are just common collector pieces which every watch enthusiast in india has. I request you to review those watches as they are classic and vintage. Watch enthusiasts in India will be really happy and other people will get to know more about this brand. Greeting from India😁

[@josephgittos3787]

Absolutely love the trench design , the case , strap and numbers esp the lume but totally agree with you on the logo and the big word TRENCH. Another issue is when you goto the web page they isn't an option to pick what colour leather strap I would go with the tan one on yours but when ordering who to say it will come with that but may come with a boring black leather strap, so maybe the company needs to give you an option to pick your straps rather then just going whatever is in stock.

[@uytteb]

I totally agree with your criticism of the company logo. If you think of it, their name is all wrong, too. It’s not a name, it’s a description. Can you imagine a carmaker going by the name “German carmaker”, for example?

[@FrancisJacquerye]

Just two remarks Ben: the polished titanium is grade 5. It’s grade 2 that only comes in sand-blasted finish. The Ronda 6000 is a gilt, dismantable and fully serviceable movement. It is not a low end movement.

[@danielmad]

Logo rededesign: how about a swiss cross with an accompanying star, something similar to what Christopher Ward did, reaching back to their US/Swiss origins. +*

[@GreenBlueWalkthrough]

I hate it when companies change their logo every 10 years to something modern as it dates the products they make with it... Which I still don't get why thy is Logo is bad exactly it shows the brand heritage as it's from that era and the logo looks like a early 20th century sniper scope... Which yes you can't read the name 100% of the time but who cares when you can just set the thing to a time you can read it and their emblem is unique to them and not generic like that Hyundia BEV watch you showed... Which having a unique instaly reconizble emblem is the real battle and they have that unlike the halmaton hotel watches... For instance I never changed my KZbin channel's avatar because it just works though I have updated the design but keep the badge the same just made it look more HD or fit on different products but its stays G&B...

[@zeppelinboys]

i think they should keep the graphic logo and nix and the lettering. the star logo thing looks nice, and is unique. make that bigger up at the top and there ya go!

[@johnmknox]

The Trench looks very nice. I think the leather straps look great however I have always found that with leather straps they tend to break where they connect to the watch and need replacing very often which is annoying. I think the velcro straps on the Ark are ingenious. I actually prefer the look of the Ark and the strap on it. If they could sort out their issues with the branding and be able to use the SWC name for their company and products I think that would be the best solution. SWC in big thick bold letters. A secondary alternative would be to instead perhaps use the name of their founder.

[@ratulzaman5641]

Highly want a review on Seiko Dolce. Appreciate your efforts on fair reviews.

[@BrianHoney]

Great review- nice looking watches. Graphic logo- ugh. That’s my pro opinion. Text should be different font- and if SWC is not possible, they should go with Swiss Watch Co.

[@VulcanSpock]

the logo reminds me of the green lantern's power battery. and in a weird way, it fits the watch as it has so much lume!

[@Seajay2016]

I would definitely grab the trench watch if they fixed the logo!!

[@Justme0495]

I have do admit I like the looks of those SWC's, and the finishing looks rather promising. However, I can't get over their logo. It just looks odd and dristracts from an otherwise nice looking watch dial. If they sort this out, I'm probably going to buy one of their watches sooner than later

[@juniorjohnson5961]

Totally agree about the logo 😳

[@mell3109]

I don’t mind the logo at all, I do not like the TRENCH

[@justanotherguy1115]

Daaaaamn that Trench looks clean! I love it! If they had one just like it with an automatic movement then it would definitely be on my "must have" list!

[@infinitekronos]

Beautiful watch, but it loses its appeal with the logo and that massive type face for TRENCH . That was the first thing I saw and think the watch brand could be mistaken as trench and not swiss watch company. Nice review. Thank you

[@moritzhummel9747]

1:53 🤣 You made my day!

[@ajcallaway123]

Great review, open, honest, fair. Agree with all the points you raised. As with other reviews, the product(s) look like amazing quality and value. Some of the branding is a bit meh for me, and the trench looks great but all the different fonts doesn't work for me personally. Cant wait to see where SWC go next

[@seabiscuit726142]

RONDA is NOT a lower end quartz movement. they might not be thermo-compensated but they are middle of the road quartz movements in terms of accuracy and durability.

[@davidconnelly]

They need more than a new logo. They need a new name. "Swiss Watch Company" is terrible.

[@denisdaly1708]

I am getting these. Great value.

[@Rick-ve5lx]

Logo looks like rear view of the huge bunny in “curse of the were-rabbit.”

[@lliameasterbrook6634]

These are nice but I agree that the logo is not aesthetically pleasing at all. Maybe leave the star and scrap the outer part?

[@kimchiwasabee]

The logo is perfectly fine. Maybe,there's sth wrong w you?

[@wonderwatch2239]

Everybody go and buy one, before they change the logo, they are going to be hen’s teeth 👌💵💵

[@TurdFerguson92]

I agree with the logo, looks like a brown eye

[@ivanharlokin]

Very good video, agree totally on the logo. Also, the watch seems very nice, but did it need "TRENCH" to be so large on the dial?

[@jonathanramos3286]

I guess I'm weird, but I like the logo.

[@JasonTheWatchGuy]

I don't recall any other brand doing more for the price range. Love the brand and I think the less conglomerate feel to the company really adds to the SWC experience for me...Just my two cents

[@andrewjpalla]

I'm impressed by how nice this watch looks, though I understand the criticisms. The Trench looks, to my eye at least, like a more affordable alternative to the Oris Big Crown.

[@kevinmccalister8197]

Is he really trying to make money off the scam watches?

[@201950201950]

Good to know that you passed judgement on a watch brand based on their logo. I've done that based on terrible names but based on the logo? And their time pieces are well made at that. It takes courage to admit all this in public.

[@jlg395]

Every piece of text on their dials is terrible.

[@TheDesius]

The Ark reminds me of the 800$ Formex Field. It even has the exact same price.

[@zogzog1063]

I think the logo is great. I have no problem with the font either. My only turn off is the name of the company, or rather they have the word 'Swiss' in the name, which is just a turn-off. A pity they cannot use SWC. My area of law in not trademarks but it seems incredible that this could cause issues.

[@garywheeler7039]

The graphic logo is unfamiliar and slightly dorkey, and would look if it was smaller. The names and logo should not compete with the numbers on the watch! imho

[@handlesarethelaststrawiquit]

The trench would be a watch I would buy if not for the text. That is the nicest lower price titanium case I have seen.

[@Aspera05]

happy to say i just bought a mystery sauce spaghetti scameti watch all for myself. happy to help you make millions while caring about the environment and social equality

[@marcusaurelius49]

Watches are aesthetic items and as such the look of the dial is a critical component of the overall aesthetic of the watch. That logo and text lets those very nice watches down immensely. I could never spend serious money on any watch sporting that branding.

[@el_puma_real]

I work at a design studio and we often do branding. I can tell you the SWC logo is not good. All your gripes about it are founded Ben. I literally considered buying one a few years ago, but I can't say I'm ok with looking down and seeing that logo on such a great watch. Very unfortunate.

[@jonathancarson1974]

The logo / branding alone is the deal breaker. The font of TRENCH is horrendous.

[@hortehighwind8651]

Anyone know what watch Ben is wearing in this video?

[@alirezamoradi1422]

it's my question too!

[@BensWatchClub]

this one gents: kzbin.info/www/bejne/rKC6Zp-BerVrqrssi=ZBjgQ02OOuN3SV23

[@Lowdowndog]

Have had the SWC Bunker for knocking on 2 years now, wearing it as I type. Logo and name doesn’t really bother me. One of my most worn watches and love it for it’s legibility and lightness, the lume is great. The only thing I would have liked is a colour matched date wheel. Came with a nice leather strap and the Velcro style strap. Once I decided to try it on the Velcro it’s never come off being so comfortable and infinitely adjustable. It’s wearing really well with no fraying and the Velcro still sticks. Forgot to add the Bunker is also titanium and has a screw down crown.

[@edteach3r]

I have heard such good things about the brand but don’t own a SWC (yet). I actually like their logo and the symbolism of the design is intriguing. What can I say? I am an English teacher. 😊

[@richardtomlinson2063]

Agree, the logo and name is lacking. To me, the name is really like saying...we are Swiss, honest! Just go for SWC, and if they can't do that for trademark reasons, how about a logo that is a composite of the 3 letters intermingled somehow

[@jacc88888]

Great review. The joy of manual winding, thinness, lume, great size and finishing of the Trench make it an attractive looking purchase, not so keen on the large TRENCH lettering on the dial though.

[@geibenbedivan3433]

Tks Ben for the outstanding professional and honest review! I was wondering why they placed „Trench“ in such huge letters on it. For me it’s more disturbing than the questionable logo. Greetings from Germany and please keep on doing 👏

[@sheldorleconcher8870]

I've had an Ark for about a year now and I still love it! I've tried different straps on it but keep going back to the velcro staps - so comfortable and perfect for this watch. Definitely one of the most legible dials I have. I can understand why it's not everyone's cup of tea, though. I suppose that applies to pretty much any watch, lol.

[@crBudgetWatches]

I love SWC watches. They have excellent attention to detail. Although the branding can be improved, I don't care about it, it doesn't bother me.

[@HAL-xy3om]

Nice watches!

[@MatthewMorse]

Yeah... I can't even hear the review over the branding. It's awful. And then on the Trench, they put even MORE gaudy text on it. They've got that thing gussied up like an American Stock Car (insert "He sold the windshield!" quote from Talladega Nights here). Their actual logo mark is nice. Drop all the text. Sheesh. Christopher Ward has done this and it has completely changed the look and feel of the watch, taking them from looking like something you'd find on Temu or Ali Express, and making them look like a proper watch brand.

[@neutronalchemist3241]

Chronographe Swisse Cie has 21 characters on a single line. Vacheron Constantin, 18 characters. Girard Perregaux, 15. It doesn't seem to be a big deal for them. I don't like the logo that much, but it's simply a stylized watch seen from an angle. The problem with the new Cristopher Ward logo is that you must know already that's a Christopher Ward logo. Otherwise you can't tell the manufacturer in any way. Christopher Ward id not so famous for that not being a problem.

[@TheNinjaPicker]

Logo is bad. "SWCCO" would be better and simple. At least they didnt name it after the dark lord of death or whatever like Jody did 😂😂

[@barsztik]

The logo is the thing that i see always when i look on watch. For instance I don't have any Orient watch because the logo looks like on pack of cigarets. SWC name and logo seems to be bigest problem of this brand. "Swiss Watch Company" is too long and for me it means: "listen, we make ordinary watches and we hope you will catch on to the word /Swiss/". A short SWC, especially in this narrow font, will look like a knockoff IWC. Maybe at some point along the way they planned to do this and then, fortunately, changed their mind.

[@gekogals128]

I have to agree, The Logo is a bit of a deal breaker. I looked at the logo and it looks out of place on a classic watch design.

[@DerekMcCoyMusic]

I guess I’m not very choosy or something, but I’ve never felt the need to “look past” the logo, though it seems to be universally hated! It’s never bothered me in the slightest. 🤷 Love my Ark. I’ve had it for two years now.

[@spavliskojr]

I love everything about it. ..Except the dial and logo.

[@Truoa]

If they dropped the doodle and the text, left the star in the middle it would look so much better.

[@bdhaliwal24]

Both of these look really nice. Great review.

[@zwete]

The Trench without it saying THE TRENCH on the dial would be so much better. It doesn't look like a watch that belongs in a trench so why should it say it so loudly?

[@caktaylor]

I like their logo. To me, it has a 1950s/60s vibe to it. And, most people complaining they would buy an SWC watch if only the company would change the logo have no intention of ever buying an SWC watch regardless of the logo.

[@catalinsoare1261]

Once you've seen that horrible logo, it can't be unseen 😢

[@greggusan]

Does seem like a well designed and constructed watch. But the logo. In fact, ALL OF THE TEXT - it just reminds me of a toy watch from a 1950s soldier costume or something. Just too big, and don't like the font. Perhaps "Trench" would work better on the case back?

[@Gamelifebalanceaustralia]

That watch comes off so...90s. The font looks like the one they used for the Batman: The Animated Series

[@MrMagoo-hf8yk]

I gotta agree with Ben!.. that Logo..I'm reeeeaaally not keen..it's just the 'Branding'..I'm not keen on the big "TRENCH" written on it either, if SWC worked on their Logo/Branding I'm certain they would sell MUCH more than nowadays.. I'd DEFINITELY buy one if...IF the Logo didn't put Me off...EVERYTHING else about SWC seems Fantastic tbh...Maybe I just need to "Get Past" My Mental Block with the Logo?...................

[@SilverSergeant]

Talk about "elephants stomping on ants"! SWC makes absolutely GREAT watches. The Ark is my favorite "grab and go"....all day long. I consider any criticism of their logo as insignificant drivel.

[@Splash111]

Logo- scrap the emblem. Then make the name circular like ROTORY does. Make the name "TRENCH " smaller. The Christopher Ward at 9:00 position is idiotic BTW. THE Spaghetti or whatever looks moronic. I think this watch is fantastic looking. I'll be watching their products.

[@markotoole7937]

Nice watch, branding still sucks. Like is or not the logo is an important part of the aesthetic.

[@ivolol]

Their company name is just so gaudy. Great, you're "swiss". Great, you make watches. Great, you're a company. If a consumer *knows* your company (the ultimate status any brand tries to achieve to look cool), all three of those words, the entirety of the brand name, is redundant, useless, overbearing information. Way too long as well. Gucci don't need to tell you they're the "Italian Fashion Company". God, imagine. Don't need to read a big TRENCH right in the middle either just to know the model. That's something I want to know myself, and inform others if they're interested. Could never ever buy this for the looks, and for function its amidst a big sea of others.

[@BAF605]

They look OK but nothing extraordinary for the money. BTW since the SW210 manual wind has no slippage on the mainspring, unlike most affordable autos, a screw down crown on a fully wound watch would probably pop the mainspring involving a repair. I suppose the movement could be modified but not cheaply.

[@malbug]

Ben, what watch are you wearing in this video?

[@hakki368]

Having difficulty looking past a logo you don't like or don't understand is myopic, parochial, petty. Other higher end watches also have logos that no one understands. And, seeing the typeface of the company name as a doodle ekes of Confirmation Bias. You like Casio so much yet you close your eyes to their much more generic and 'meh" logo. Cmon mate, try to be more objective. Imho, they can just remove the brand name and keep the logo. We don't need to understand why their logo is such. Ever wonder why the logo of Nodus is like that? I have a hunch. But do you? On the other hand, it's good your overall review of both watches highlights how they are excellent in build quality and design. I don't own any of their watches, but I do acknowledge they are doing good stuff.

[@janhanchenmichelsen2627]

I like the models, but the written logo looks like a dodgy, cheap mid-nineties holiday house rental company. Or a tiny, web-based fruit juice seller of the same period. Designed with PowerPoint tools. The logo itself could have been nicked from a long forgotten, Korean car manufacturer. Please, please fix! Because such details do matter.

[@ChristyOFaghan]

I was taken with the arabics on the Trench, and was very surprised to find they had managed that finishing on grade-2 Titanium.

[@mrcarlo1966]

Before I saw your review, I had the same feeling about the logo. It’s really what turned me off about an otherwise nice watch. It’s a shame because I’m sure they would sell many more. The trench is a very nice watch until you get to the big TRENCH lettering on the face. If it didn’t have that it would have been in my collection already.Thanks for the review.

[@V0idFace]

I've had less "meh" reactions to $5 AliExpress watches.

[@benjaminvis]

I was certainly ambivalent about the SWC branding at first, but there are quite a few of their watches where actually it suits just fine. On this particular Trench I find the big TRENCH on the dial far more cumbersome than the branding!

[@NemoOmen-g5d]

Why oh why is the “ TRENCH “ ridiculously prominent ? And the “ Manual Winder “ is just insulting 😮 Is it a command ? I shall dig a trench for this one . Icon or no 😅

[@parallelsuns1]

SWC or Swiss watch company, reminds me of BHS the now defunct British shopping company, very uninspiring name, branding and logo for what looks like a decent watch