This Brand Just Fixed Their Biggest Problem.... Or Did They?

[@swisswatchcompany1710]

Appreciate the review Jody! We are excited for the rebranding, while it may not be traditional to have the old logo still living on our new piece, we are committed. You spoke about it at the end, while not last minute by any means, the way things worked out with some of the components well in advance left us with a watch featuring both old and new logos. For our introductory piece, we thought it somewhat fitting to have a look into where we were into where we were going. Again, appreciate the honest feedback and look forward to delivering!

[@David_DY]

Actually appreciate the new and old together!!! I know it's not a popular opinion But with that said Like Jody mentioned you guys are a small brand that needs the support and I'm happy to support it!!! Looking forward to my Tumbler and future models!!!

[@hiboucanne5662]

are you gonna rebrand the bunker?

[@millersx9]

The old logo got to go……

[@StephenWhiteLife]

This is silly guys. I work in marketing and most consumers will be put off by this. The customer is always right. And as an avid watch enthusiast, I can say the brand logo inconsistency is enough to put me off buying.

[@michaelredding6219]

It's a nice watch, and i really like the overall design; so while it's not "tragic" having both logos, but it does give it a bit of an unresolved look that takes away from the finished effort. . One person's unsolicited opinion FWIW 🤷🏻‍♂️

[@AdAce21]

Their new logo is a significant upgrade over their old one

[@551slobo]

I don’t mind the two logos. Many company’s do it. Like “FORD” spelled out and also use the blue oval w “Ford” in the middle.

[@David_DY]

Ya Baby!!! Just grabbed the Black this morning!!! LOVE the new logo!!!

[@adk7962]

I think it’s a terrific watch. The old logo didn’t really bother me so it seems weird that they used two. I’m sure there is a legit reason. Thanks for showing us the watch though!

[@punkypink83]

lol "or did they? VSAUCE! MICHAEL HERE!"

[@ludekstipal6120]

Still wearing my brown SWC Bunker on titanium bracelet quite often, slight change to dial and some polishing are nice, but hardly enough to buy it for me... If you do not own a SWC yet, go for it ;)

[@Lowdowndog]

Have the brown bunker also and it gets quite a lot of wrist time although mine lives permanently on the Velcro strap. Bit of a work horse watch for me, wear it absolutely anywhere and for anything.

[@casep2517]

The logo does not bother me at all nor does having the visible ones (dial and crown) being different.

[@darkeye77]

I'm actually OK with this, particularly because the new logo is part of the old one, so we see that same cross elsewhere where space isn't at quite as much of a premium. I quite like this overall!

[@ytfeelslikenorthkorea]

Minutes track seems to be a massive flex :) lines are crisp :) I like it :)

[@loogoo]

I'm watching this while wearing my SWC Trench blue, which I love and the old logo never bothered me. While the 41mm is just a hair outside of my preferred case size, I do look forward to seeing what this company comes up with in the future.

[@BrianHartman]

I really don't think it matters. The dial is the star of the show.

[@michaelredding6219]

Agreed; i like it!

[@darrenak9378]

With regards to having their original logo on the case back, it may be for some legal reason. I remember seeing a video where they addressed the logo issue and stated they could not change it for Swiss legal reasons if they wanted to keep their company name. So this may be a work around. Cool watch and great review. Thanks.

[@oddaffinity2244]

Christopher Ward had to do something similar when transitioning to the "twin flag" logo. Per CW's magazine In The Loupe: "The legal team told Christopher Ward that because some high-profile - and litigious - Swiss watch brands could object to the use of the country's flag, it might be better to use the logo in a secondary role. 'They advised us we'd win any legal challenge,' says Mike [CW CEO]. 'But did we really want to be wrapped up in expensive legal red tape for years? So we decided to use the twin-flags logo as a support device to the Christopher Ward name for five years or so, by which time its usage would be irrefutably defined.'"

[@millersx9]

Old logo looks like something designed in paint by a toddler

[@Wall2157]

I love both the old and the new logo! SWC is one of my favorite brands.

[@paulgoyne6926]

I like it, and don't really care about the mix of logos - it's not like you see both logos when you're looking at the dial.

[@jailer14]

Wearing my Bunker now and I liked the old logo. Great watches!

[@jaydub9509]

Thanks for the review Jody! Like most I prefer the new logo, and since the dial is the most important location, the fact that the old logo is retained in other areas doesn't really bother me. Hopefully they'll transition completely to the new logo moving forward. However, I'm not in love with the design of this watch overall, just not my style. Checking the SWC site, I find the black to be the most appealing colorway.

[@DonaldJoeKennedy]

Jody, you're gonna hate me for this... but I like this watch WAY more than your Vario. I know, not a GMT. Meh, whatevs. Sorry, I just don't like that mint ice cream vomit color of your Vario. Plus, TITANIUM! SWC should have ditched polishing altogether, but I really like this watch. And I have a lot of straps that would bang this watch to the stratosphere! Thanks for this review! 👍🏼

[@Area_man115]

This Barbie watch is so sickly sweet with its cotton candy colors, I got diabetes just looking at the video. At $650, Barbie’s Wristwatch is only 110% more expensive than the titanium Berny watch, but is it really 110% better? Is it 110% better to have a pink rim around your numerals, so that you can’t even focus on your numerals?

[@alanmckinnon6791]

I don't see it as a new logo, it's the mini version of the old logo for use on dials (to avoid clutter)

[@derbagger22]

I kind of see it as a plus. They have their logo, but for the area of the watch you look at most, they created a new logo. Not a huge deal for me.

[@AudioFlat]

Personally, one of the things I most like about titanium is its muted finish and I’m not keen to see it polished. In fact I think we are going to see more matte and full satin finished watches. Oddly, the mix of logos doesn’t bother me either.

[@Bob_Smith19]

You’re not alone. Polishing on a field watch is counter intuitive. Should have been a typical matte/brushed finish instead of polishing. The bezel and center links will scratch regardless of the hardness.

[@TerrySteiner]

My only guess is they are working through stock of casebacks, clasps, crowns and cases. I'm also assuming all their models are using the same components.

[@belverticale]

Those colours and that new logo...I'm getting serious ecclesiatical vibes...bless you my child!

[@SilverSmurfer-fn5pr]

Turdor seems ok with throwing multiple logos at you.

[@9mmmike642]

Fantastic dial!

[@aaronswatches]

New "Schwinn" logo is cool. I've alway like everything they've done, I just can't get past the brand name. Oh well. Anyhoo it's a cool story how owner was able to secure the name.

[@chillausmc]

Am I an odd ball here? I like the old logo? If the old logo was an applied stainless and no wording printed, i would ask why change it? looks retro

[@reezevlog]

purple seems to be the new Tiffany-blue lately, ay……

[@kenhartman29115]

A simple logo on the dial is good, and the other logos are fine but I'd rather not have a logo on the clasp. Harping on it isn't a good look really. I also wish companies would NOT put a logo on the crown. It looks ridiculous and cheap, at every level, from Rolex down to Ali Express watches.

[@masudashizue777]

I like the clean lines of the case and the shapes of the hands. I also like that it has no day/date complications. However, they should go with only one logo though.

[@ScottNotAvailable]

Dude - please make a movie about watch collecting. You are THE GUY

[@fletchoid]

I had the money set aside for a SWC Bunker, but I agonized for a week or so and ended up buying an Orient Pilot watch instead because I just couldn't get over the logo. The new one doesn't revolt me as much as the old, so I will give it time.... and look at their catalogue again.

[@j1d7s]

Reminds me of Christopher Ward, for a while they had "Christopher Ward" written on the dial, but the new logo everywhere else such as on the crown and the rotor until they adjusted the logo on the dial, too. In the current case, I think they are 90% there since the most visible spot is the dial after all, so not so bad in my view.

[@Area_man115]

It’s not as though they’re so embarrassed about their old logo as to abruptly ditch it (I’m looking at you, Welly Merck) or yield to Karens and offer a sterile dial option, Berny. No, these guys went with their own brand of straddle.

[@strongandco]

I was thinking the dial was more grape juice stain on the carpet than fushia. IMO a gada case size sweet spot is 38-40, 41 is pushing it, it's enough to put me off (for sure 42mm wouldn't look right at all) I kind of dig the old logo though its got a 1940s action adventure comic vibe, fun without being childish.

[@kaledev]

Old stock to be used up? Or maybe very last minute rebranding? Weird for sure - but it wouldn't bother me since the dial is what you look at. Otherwise a beautiful watch.

[@greamespens1460]

Their old logo reminds me of Kenny from South park

[@Username.RandomNumbers]

They have put the new logo where it matters.

[@kiwilonewolf]

I love the dial and hands. For me this isn't a GADA though, more of a dressy workday watch. To attract my dollars it needs to be smaller with a better clasp.

[@kevinr206]

Stainless with corrected logos, quick release, and micro adjust would be a buy for me

[@gorillasinthewrist]

I understand the commercial reality that rebranding brings, maybe if SWC made allowance for that in the price until stocks of branded components were used up that would be OK otherwise, like you I find it a bit half baked. It’s still a gorgeous watch.

[@mountman5386]

I'll wait for the version 2 with the new logo & perhaps 2 sizes. 38mm & 42mm would do it nicely. The minute track could do with a redesign as well as you noted. I'm fine with the smaller clasp & half links. One the fly is good but it does result in some jumbo sized clasps - like on my Erebus's! Nice to see some interesting colours on a Ti watch as well.

[@jamesblonde2271]

Quite attractive, in a different colour, that looks like a Goth limited edition. Did't San Martin pull the old double logo trick during their various re-brands?

[@mwl78rwe]

Hate that grape bubblegum color. and those miniscule minute numerals... why?

[@StephenCross]

Jody - last 5 second, the panels are blank when showing other offerings. Thanks for the videos!

[@jamesminshall4601]

I love this colour way but the grey is awesome. I like the Nomos vibes but that minute track would be a deal breaker and not a fan off the bracelet. That said if they can change there branding for their older watches there could be some lovely pieces if they don’t ruin them in the process.

[@mattclarke8791]

I did get “Vision On” vibes from the old one; a reference for British viewers of “a certain age” there

[@davidrosenblum2178]

It seems a curious misstep. I really didn’t have a problem with the old logo unlike many others apparently, but, yeah… everything should be the same. Otherwise it just sort of seems slapped together. But I’m sure they’ll find customers. Cheers!

[@SamP.H-t1r]

SWC should stop with the large dial and minimal bezel designs. I get the legibility approach, but it makes the watch look like a dinner plate. I really liked the grey hyper-g, but it had the same issue. Hope they make a 38mm hyper-g (steel is fine) with 20mm lugs and applied indices.

[@stephenspain9167]

I like it

[@Gumby56]

Great review, very thorough, thanks!

[@the_9ent]

As field watches go, this looks so fresh and different. Top marks for design. Just get that logo issue sorted asap 👍

[@trulsdirio]

No, they didn't. They have just created another logo that is as big and unbalanced and introduced mismatched brand identity to the mix. How can you mess something this simple up like that?!

[@grant703]

SWC do nice watches for sure, they tick allot of boxes, but for some reason none of them interest me and I don't know why. I had this issue with the Seiko SRPK and SRPE. Theoretically perfect, but I just find them boring. Yet yesterdays Berney was cool. I guess that is half the fun, endlessly scrolling through watches looking for the "one".

[@grahamwallace]

The dial is a beauty and the proportions spot on for me. So glad we are not getting yet another 38/39mm with a 20mm lug width, which everyone seems to be doing atm.

[@Peter-z5f]

That is a heck of a color combo. But they do have some more... subdued options, considering this is a sponsored video I'm a little surprised that they weren't mentioned. Although even visiting their site left me a little unclear on what all the color options are. In one of the pictures I can't even see what the color is at all because it's covered in glare. So many weird choices made here.

[@Area_man115]

The old logo looks like they’re tying something off, next to a ‘star’.

[@martinwozenilek485]

When I open the description on the website of the Tumblr the Bunker is described. I hope the hardware is better assembled as the branding and marketing material 😂

[@SideWalkAstronomyNetherlands]

Do they have clocks in civilised colours too???

[@stephenschroeder6567]

"...is in the eye of the beholder." My eyes are not seeing it. Much enjoyment to all those that do see it.

[@SSS-mp8th]

The mix of old and new new logos breaks it for me especially since the old logo wasn’t very good.

[@Justme0495]

I guess this might be a transition watch. They probably have plenty of stock parts with the old logo and just use them until they have run out and restock with newer parts and the new logo. Hey, sometimes collectors are looking for oddballs like these 😅

[@WINDINGCROWNS]

I really didn't mind the old Logo. They should keep the old logo. I don't think the new logo makes any difference

[@ajcallaway123]

Hmm, so many excellent bits, but.. Minute track makes me feel dizzy, too many lines. clean dial, nice dial logo. Second hand tip should be the same as the inner part of the dial. Titanium, nice. SWC are so close to hitting home run after home run, some design points that don't link. Keep going!!!

[@stephenkessell2854]

Said the same about the new spinkler 50 phantoms like the watch couldn't wear that colour just personal preference.

[@ThecrosseyedTexan]

Absolute non-issue for me

[@JeremyChan-bk4gx]

The two logo issue should be a legal and trademark issue. They will have to use it in their product to make it valid... They might have all legal docuements, name cards, letterheads... etc with their old logo on it and will take money and time to swich over entirely... Also the cross only logo, although mcuh more attractive, might be very hard to trademark as its so simple and prevelant.

[@Area_man115]

Yeah; the Son of God might want to have a word.

[@brucecoram2542]

A little anal, Jody. I love my Hamilton Intra-matic chrono!😊

[@rodg2335]

Their logo is THEIR logo. It is the very last or maybe something I never consider when buying a watch. I've got too many watches already so won't be getting a Tumbler but I do like the overall design minus the polished centre links. Btw my two most worn watches have sterile dials. 🤔

[@ericbausman8195]

That looks like the Schwinn logo 🤔

[@Neqael.]

Production cost is the reason old logos stayed, I guess.

[@davethetaswegian]

I suspect I wouldn't mind if the old logo looked okay, unfortunately...

[@Area_man115]

Is Tumbler a watch for safecrackers, gymnasts, or a sweep left kind of website deal? Glassware, then?

[@AckoMunze]

Completely OK with new logo on the dial only. SWC is not an average AliExprees brand in a desperate need of total rebranding, and having original logo on the back and crown is maintaining their own legacy, pride and time investment. Very good looking watch! 22mm is perfectly fine imo, but it is missing date to be true gada, again imo. There's not even an f of a field in this one 😊. Pocket shot looks super premium. Lastly, a bit too pricey, we are again subject to that ridiculous swiss made tax.

[@mell3109]

Same issue as Christopher Ward. Old stock with old logo. I don’t know why the don’t go for the new logo with SWC under it. Also not convinced with the dial v the case. Polished bezel and that dial doesn’t work for me

[@Chris.Strange]

Sees it has polished mid-links, decides not to buy one no matter how good the dial options are.

[@Bob_Smith19]

Smart move. They will scratch, along w/ the bezel.

[@stavros_katsopr]

So, the new logo (ok, dial only...) is the NATO logo........... nice (NOT!)

[@The2follow]

Old logo bits, possibly using up stock ?

[@ScottsLifeOffGrid]

It definitely gets my OCD going.

[@nottooherbal]

It only really matters on the watch face I think. I don’t mind the look of the logo on the winder and it’s certainly quite ok on the back . The watch is too thick, diameter too big and the shiny bezel thing round the glass rather clumsy. All watches should be a quartz with smaller dimensions as an added bonus, just to bang on about it .

[@steve10]

I don't mind the previous design tbh . I quite like the diver but they are all sold out. I was expecting another Swiss watch at over £1000 ,, but I'm pleasantly surprised at how well priced they are. Compared to a Seiko , its a Swiss watch , and good specs, the diver was something like £380 , sapphire and all that , if they had them in stock I wouldn't mind having the diver. Very good value for money.. Not too keen on the one in the review , but I'd be tempted by a different colour. Here's a watch brand that's new to me , that looks excellent value , which beats some of the micro brands that have zero presence in the watch world and expect people to splash out well over £1000 on it.

[@timb4425]

Decent looking watch though. Thanks man

[@catherinebrennan3342]

That's a pretty watch! The small numerals don't bother me: we all know what they are anyway and really they work as a design element to break up the minute track. I'm so glad they changed the logo and I'm not bothered by the piecemeal approach. The dial is what you look at. Logos are a deal breaker for me: I like some of Orient's watches but I can't get past that mess of a logo.

[@kobusvanrensburg4092]

Nice one SWC 👌🏻

[@James20013]

Now we need sugess to add more writing on their submariner dials…

[@Emaratilfy]

You forgot to mention it's grade 2 titanium. Grade 5 is preferable and more expensive.

[@nikkoutsoukos1866]

Finally they listened and changed the logo but they didn't go far enough. Missed opportunity IMO

[@Area_man115]

So let me see if I understand this: guys are secure enough in themselves to rock a pink Barbie Watch, but they have kittens over the notion of a watch that says BERNY on the dial?

[@matsigh]

Updating the logo to be just a star cross on an homage of a watch named after the northern star seems a bit on the nose.

[@gyulapal4914]

At least they listened, and the new logo looks good! Has anyone asked Orient to finally change theirs yet?

[@russellharris5072]

That cross needs scaling down by two thirds and why not go with SWC?Many other famous watch companies have done so e.g. IWC,CWC,MWC ect., some points to be had thre I think...............................................

[@ipalexandre9602]

I prefer the new logo but i dislike the duo logo in the same watch 🤔.

[@wingi7722]

Sorry mate, is it just me or is that 12 off center versus the Cross. I just cannot unsee that

[@robedmunds7163]

The two logos do not worry me at all. You are being super critical these days, you need a holiday😂😂😂😂😂

[@turbyoulance]

The 5,10,15,20 is not uniform on the railway track. The 20 is upside down and so is the 40. Have another look. Back to the drawing board I think. Also too expensive . A work in Progress still.

[@matthewj6154]

Dial looks unbalanced. They need a word on the bottom to balance the logo, which I think is to hight on the fav3. Also you can get nice titanium watches for 100 now days. That said you do need companies to try something different so good on them.

[@watchalot919]

2mm too big, and I think dial looks cheap. I would prefer a Direnzo

[@tkindschi]

Guess I'll be the stick-in-the-mud, and say I don't really like the new, (or old), logo. The new one just seems too minimalistic. Non-descript. Not unique. It's like a design element that anyone could stumble on, rather than an identifying mark. It's just a *bleeping* cross! As for price, I don't know that you'll find an SW200 watch for much less anywhere else. And it is quite nice looking too....

[@LasersMcNichill]

Looks like a Vacheron 56.