Swatch art, the art you wear on your wrist. The well-known Swiss watch manufacturer has always tried to bring together art and people with brilliant and original initiatives. The current year is the turning point for Swatch Art Journey who thinks big and presents the five capsule collections. The entire series is an ineffable adventure that spans the various periods of art history, from Botticelli to Lichtenstein. A historical-artistic-cultural itinerary that Swatch takes care of down to the smallest detail and which is available right from today, April 16, 2023.
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Swatch therefore gives new life and gives further originality to its classics Gent and New Gent. To this end, he recreates a dozen masterpieces in a lively and provocative style, specially designed to celebrate artists who have left their mark on history and art. Swatch x MoMA celebrates the Pop art and celebrates the XNUMXth anniversary of the birth of Roy Lichtenstein. And then there's Swatch x Magritte, a tribute to the surrealist artist on the occasion of his 125th birthday. The collection continues with The Uffizi Galleries, a hymn to nature and femininity through the eyes and art of Sandro Botticelli, great master of Renaissance. It's part of the new collection too Louvre Abu Dhabi which creates a perfect interpenetration between Hokusai's "The Great Wave off Kanagawa" and the magnificent "Astrolabe".
The Swiss company's love of art began in 1985, with the first of a long line of watches Art Special. Always on the lookout for new ways to make the art world more accessible and democratic, Swatch has partnered with the world's most renowned museums to include a reimagining of some of their most powerful masterpieces in its new Museum Journey series. The Rijksmuseum in Amsterdam (2018) and the Thyssen-Bornemisza Museum in Madrid (2018) were the first to join the initiative, followed by the Musée du Louvre in Paris (2019), the MoMa in New York (2021) and the Center Pompidou a Paris (2022)
(Source texts and images Swatch.com)
