The relationship we create with a work of art takes on a personal dimension, resulting from our individual experience vis-à-vis the intention the author put into the work he created. There is a unique moment, the one where we stand in front of creation, in the place, in a large museum or art gallery. We therefore create an immediate and timeless connection with the author, we perceive a feeling of openness to this world of color and form contained in a frame. That’s right, the proximity to the primal impulse of creation, Swatch brings us to this first quarter of 2023 with a new chapter of the Swatch Art Journey, showing boldness with five specific collections launched between mid-March and next May. The whole series is like an adventure through different moments of art history, from Botticelli to Lichtenstein, without neglecting unexpected details.
From this new journey he made the Swatch show, in Lisbon, at the Convento do Beato, on March 9. Time for more than two hundred guests, including press, celebrities, influencers and friends of the brand from all over the world, to gather in an immersive event inspired by the world of art. An evening hosted by Alain Villard, CEO of Swatch, and Carlo Giordanetti, CEO of Swatch Art Peace Hotel, those present at the Convento do Beato had the opportunity to experience first hand four of the five Swatch Art capsule collections Journey. After all, the lights of the night fell on seven new watches at an event that included representatives from the MoMA, Magritte Foundation, Uffizi Galleries and Louvre Abu Dhabi museums, Swatch’s partners in this Art Journey collection.
The presence of representatives of museum institutions is not foreign to Swatch’s DNA, which has joined forces with internationally renowned museums since 1985. The Rijksmuseum in Amsterdam (2018) and the Thyssen-Bornemisza Museum in Madrid (2018) were the first venues to open their doors to Swatch, quickly followed by the Musée du Louvre in Paris (2019), the MoMA in New York (2021 ) and the Center Pompidou in Paris (2022).
This time, in 2023, the brand recreates in its GENT and NEW GENT models, impressive masterpieces, as well as a playful and provocative style. The new watches were designed to celebrate artists who were not afraid to venture into new areas and ideas.
In detail, the Swatch Art Journey focuses on the works of Lichtenstein, Magritte, Botticelli and Katsushika Hokusai, on a journey through different ways of representing the world, also influenced by artistic expressions registered in different movements and periods.
Let’s look in detail at the news presented by Swatch in Portugal:
Swatch x MoMA Collection
It celebrates POP art and marks the 100th anniversary of Roy Lichtenstein’s birth.
Roy Lichtenstein the Watch girlbudget of 105 euros.
Reverie by Roy Lichtenstein the Watchhas a selling price of 95 euros.
Swatch x Magritte Collection
Presents tributes to surrealist artist Rene Magritte on the 125th anniversary of his birth.
La Trahison des Images by Rene Magritteavailable at 105 euros.
Le Fils de L’homme by Rene Magritte, budget of 105 euros. This version also provides SwatchPAY! functionality, via The Surreal Pay! (115 euros).
Swatch x Le Gallerie Degli Uffizi collection
It celebrates nature and femininity through the eyes and art of Renaissance master Sandro Botticelli.
Birth of Venus by Sandro Botticellibudget of 95 euros.
Allegory of the Primavera by Sandro Botticelliavailable at 105 euros.
Swatch Collection x Louvre Abu Dhabi
It combines the energy of Hokusai’s “The Great Wave Off Kanagawa” with a majestic “Astrolabe”.
The Great Wave by Hokusai & Astrolabebudget of 105 euros.