Square and rectangular watches

Although the watch world has traditionally been dominated by round shapes, an angular case offers a unique, architectural alternative that instantly catches the eye. From iconic models with a rich history to contemporary, minimalist designs, you will find over 700 models in the Auer.lu collection. Prices range from approximately €50 for a Casio watch to €110 for a popular Cluse and €290 for a stylish Emporio Armani watch. In the higher price range, starting at €500, the retro heritage models from Movado (€1,495) stand out. Best-sellers include, in particular, the rectangular watches from Seiko, Casio, and LIP. In-stock models are shipped the same business day, and payment via Klarna (pay later) is available.

History and trends

Square and rectangular watches marked a radical departure from the traditional round shape in the early 20th century. The transition from pocket watches to wristwatches called for new forms. Cartier played a pioneering role in this regard with the introduction of the square Santos in 1904 and the rectangular Tank in 1917, the latter inspired by the lines of combat tanks. These watches aligned perfectly with the emerging Art Deco movement, which was characterized by geometric shapes, clean lines, and symmetry. In the 1930s, this type of watch also took on a functional purpose. An iconic example is the Jaeger-LeCoultre Reverso from 1931, designed specifically for polo players; flipping the rectangular case over protected the crystal from hard impacts during the sport. The geometric shape proved to be more than just an aesthetic choice; it also provided the necessary space for innovative, compact movements that fit perfectly into the corners. 
In the 1940s, the French watch brand LIP caused a stir with its rectangular ‘Churchill’ watches, named after the British Prime Minister, who was gifted the timepiece after World War II in recognition of his support for Free France. 
Today, square and rectangular watches embody vintage elegance and represent a trendy choice. Both classics, such as the Tank, Reverso, Churchill, and the square TAG Heuer Monaco, and modern versions from brands like Seiko, Cluse, and Frederique Constant are currently enjoying immense popularity.

Different types of square and rectangular watches

Square and rectangular watches have evolved into various styles over the decades.

Classic (Art Deco) style

The classic style is characterized by symmetry and clean lines. They often feature Roman numerals, a ‘chemin de fer’ (railway track) minute scale, and a slimmer case made of precious metal. Examples of this style available at Auer.lu include the LIP Churchill, Maurice Lacroix Fiaba, Bulova Sutton, Frederique Constant Carrée, Balmain Eirini, and Jacques du Manoir's Emily.

Modern & Sporty

Modern square watches nod to the sporty style of the TAG Heuer Monaco but offer a fresh take through their use of materials and size. This type of watch often includes a chronograph function as well. Examples include the Aston Martin Formula 1, Jaguar RC, Cluse Quadrus, and Timberland Mackinac.

Design & Minimalist

Inspired by design movements such as Bauhaus, brands like Max Bill (Junghans), or Scandinavian aesthetics, these watches are purely functional; they feature slender hands, no numerals, and an ultra-sleek, unadorned finish. Examples include Calvin Klein, Skagen, Danish Design, and Bering.

Artistic & Luxury

This type of watch treats its shape as a form of art or ‘haute horlogerie’ luxury. An example of the luxury style is the Saint Honoré Palais Royal. A distinctive design example is the Danish Design collection "Frihed," which draws inspiration from famous works of art.

Square watches for men and women

The difference between square watches for men and women lies primarily in dimensions, proportions, and aesthetic details, partly because square and rectangular cases appear visually bulkier than round models due to their angular shape. Women's models are generally more compact (21–30 mm) and slimmer, often featuring diamonds or mother-of-pearl to serve as elegant jewelry, paired with a narrow strap. Men's models, by contrast, are larger (35–45 mm) and thicker to accommodate complex mechanical movements, emphasizing a bold, technical aesthetic with matte finishes and wide, straight straps. Nevertheless, these traditional boundaries are increasingly blurring; iconic rectangular watches, such as the mid-size versions of the LIP Churchill, are now considered unisex and are worn by both men and women.

How to choose a square or rectangular watch

When purchasing a square or rectangular watch, there are specific aspects to consider, as this shape sits very differently on the wrist compared to a traditional round watch. Pay attention to the following crucial points when making your choice:

Lug-to-lug distance

For rectangular watches, the total length from the top lugs to the bottom lugs is often more important than the width. If this distance exceeds the width of your wrist, the lugs will overhang, which is uncomfortable and looks less appealing.

Visual impact and case size

A 38mm square watch has a significantly larger surface area and more prominent corners than a 38mm round watch. Therefore, opt for a smaller size than you are used to with round watches.

Case shape and curvature

Since the human wrist is round and a watch case is flat, elongated, perfectly straight watches can feel uncomfortable. Some watches feature a slight curve in the case or lugs, allowing the watch to follow the natural contour of the wrist.

Thickness and weight

Due to their shape, square watches can easily appear 'blocky' or top-heavy. A thinner model slides more easily under a shirt cuff or sleeve, enhancing wearing comfort.

Strap width

Square cases often feature relatively wide lugs to maintain the geometric lines. Check whether the proportion between the case and the strap suits your taste.

How much does a square or rectangular watch cost at Auer.lu?

Square and rectangular watches feature in the collections of almost all brands. Consequently, prices range from around €50 to over €4,000 for a diamond-set watch. If you are looking for an affordable watch, take a look at collections from brands such as Casio, Lorus, or Joalia. In the mid-range, up to approximately €300, you will find brands like Seiko, LIP, Guess, and Fossil. The accessible luxury segment (€500–€1,000) includes Balmain, Bulova, and Saint Honoré, while the luxury segment (above €1,000) features Frederique Constant, Maurice Lacroix, Movado, and Raymond Weil.

Popular choices

The absolute bestsellers in the rectangular watch category are the models from the Casio LTP-1234 series—the top choice in the budget segment. Other popular rectangular watches include models from the Seiko SWR series, the Cluse Gracieuse and Fluette lines, and, of course, the LIP Churchill collection.

Frequently asked questions about square watches

Why are square watches called ‘Tank’ watches?

The Cartier ‘Tank’ watch was one of the first rectangular watches ever made. As a result, much like words such as ‘Aspirin’, ‘Stanley knife’, and ‘Luxaflex’, the model name has become the generic term used by the public for similar products.

What is a ‘tonneau’ watch?

A ‘tonneau’ watch is a rectangular watch with slightly curved long sides, giving the case the shape of a barrel.