Squale Goes Back to Its Roots, Unveiling the New 37mm SUB-37 Legend

Why It Matters

The launch reinforces Squale’s heritage‑driven strategy while delivering a competitively priced professional diver for the mid‑range luxury segment. It signals growing consumer demand for authentic, functional dive watches that also serve as collectible assets.

Key Takeaways

• 37 mm case, 38.5 mm bezel for legibility
• 300 m water resistance with box sapphire crystal
• K1 glass bezel insert improves shatter resistance
• Sellita SW200‑1 movement, 38‑41 h reserve
• Priced around €1,650, targeting mid‑range collectors

Pulse Analysis

The dive‑watch market has seen a resurgence of heritage‑focused models, as collectors and enthusiasts gravitate toward pieces that echo the golden era of underwater exploration. Brands with deep roots in case manufacturing, like Squale, leverage that legacy to differentiate themselves from fashion‑driven competitors. By revisiting classic dimensions and dial layouts, Squale taps into a niche that values both authenticity and functional performance, reinforcing the broader trend of nostalgia‑driven luxury.

Technically, the SUB‑37 Legend distinguishes itself through a series of deliberate compromises. A 37 mm case paired with a slightly larger 38.5 mm bezel maximises legibility without sacrificing wearability, while the 10.7 mm (uncrystal) to 12.6 mm (crystal) thickness keeps the profile sleek. The inclusion of a K1 glass bezel insert offers sapphire‑like hardness with superior shatter resistance, a practical advantage for professional divers. Coupled with a reliable Sellita SW200‑1 automatic movement delivering a 38‑41‑hour power reserve, the watch balances cost‑efficiency and Swiss‑made credibility, positioning it firmly in the €1,500‑€1,800 price corridor.

From a market perspective, the SUB‑37’s pricing and limited‑edition numbering aim to attract both seasoned collectors and new entrants seeking a genuine tool watch without premium mark‑ups. Its specifications rival higher‑priced competitors, potentially reshaping buyer expectations for value in the professional diver segment. As Squale continues to expand its lineup with heritage‑centric pieces, the brand could solidify its role as a go‑to for affordable Swiss dive watches, influencing pricing dynamics and prompting rivals to revisit their own heritage narratives.