Swatch and the Museum of Modern Art (MoMA) have an established partnership, with 3 of their classic watches being on permanent display at the Museum, and a Museum Journey series that started in 2018. As part of their latest collaboration, the Swiss brand meets timeless art pieces for special-edition watches featuring 6 famous artworks.
Since its first release in 1983, Swatch has become recognized for its durable and funky watch designs. These everyday accessory expresses creativity and allows individuals to bring art pieces with them wherever they go. Carlo Giordanetti, CEO of the Swatch Art Peace Hotel, affirms this, saying “Artists from many different disciplines and countries have been able to bring art to the wrist of people. Today, we celebrate one more collaboration of Swatch with the world of arts.”
The 6 artworks chosen for this collection include Vincent van Gogh’s Starry Night (1889), Gusta Klimt’s Hope, II (1907-1908), Henri Rousseau’s Dream (1910), Piet Mondrian’s Composition in Oval with Color Planes 1 (1914), Tadanori Yokoo’s Isamu Kurita (1966), and another piece by Yokoo, New York (1968).
Giordanetti remarks that translating the artworks into timepieces is a nice challenge. “The idea is to bring the art of galleries out of galleries, out of museums, and to have it on the street. You having a Mondrian on your wrist means you have a story to tell.”
In addition to these special-edition watches, Beatriz Milhazes’s prints are offered on Swatch X You – a platform for buyers to customize the design of their watch. It features 3 of the Brazilian contemporary artist’s works, namely Suculentas Beringelas (Succulent Eggplants), O Espelho (The Mirror), and Meu Bem (My Darling).
Swatch x MoMa watches can be bought separately or as a set that’s packaged in a Collector’s Edition box based on the distinguished Blade Stair of the Museum. They’ll be available starting on March 4 at physical and online Swatch stores, MoMA Design stores, and the Museum’s online store.