Shape shifters

More and more companies are embracing the idea that a watch can be whatever shape it wants

- WORDS: RICHARD HOLT

PEOPLE USED TO COMPLAIN THAT cars all looked the same. Now, though, with an endless array of retrofuturistic coupes and LED emblazoned crossovers, if you think cars are all copy/paste, you're not looking hard enough.

The watch world has also seen a shape revolution. Unusual cases have always existed – the Ventura (right) has been around since the 1950s, and both square and rectangular cases are as old as wristwatches themselves. But until recently they were the exception.

Today pretty much every watch company has something differently shaped. Rado is a good example. The brand is best known for experimenting with different ceramics, but is also inventive with its architecture – the most popular models include squares, cushions and rectangles.