Collectively naming a watch has become a way to induce its significance as an object of popular culture. Most watch nicknames are affectionately playful; consider Seiko’s Shogun, Grand Seiko’s Snowflake, Omega’s Speedy, or Rolex’s sugary soda pop GMTs. But when it came to the SWATCH x Blancpain Fifty-Fathoms, the proposed nicknames seemed, if not exactly unaffectionate, certainly devised to cast some measure of disdain onto the thing.
