Swatch Art Journey Collection expands

The entire range is like an adventure through different moments in art history, from Botticelli to Lichtenstein, and it could not be any more signature Swatch if it tried, brimming with unexpected details. Swatch recreates a whopping ten masterpieces in its signature Gent, New Gent, and playfully provocative style: all designed to celebrate artists.

The first seven timepieces in the Swatch Art Journey collection were unveiled at an international launch event held in the heart of the historic Convento do Beato in Lisbon, Portugal. Four museums, foundations and galleries presented the new creations:

• Swatch x MoMA celebrates Pop Art and marks the 100th anniversary ofRoy Lichtenstein’s birth.
• Swatch x Magritte presents tributes to the surrealist artist to mark the 125^th anniversary of his birth.
• Swatch x Le Gallerie Degli Uffizi celebrates nature and femininity through the eyes and art of Renaissance supremo maestro Sandro Botticelli.
• Swatch x Louvre Abu Dhabi unites the energy of The Great Wave Off Kanagawa by Hokusai with a majestic Astrolabe.

The Swatch love affair with art started in 1985 with the first of a long line of Art Special watches. Always looking for new ways to democratise the art world, Swatch joined forces with world-famous museums to recreate some of their most powerful artworks as part of a new Museum Journey series.

Rijksmuseum in Amsterdam (2018) and Thyssen-Bornemisza Museum in Madrid (2018) were the first venues to open their doors to Swatch, swiftly followed by the Louvre Museum in Paris (2019), MoMA in New York (2021) and the Centre Pompidou in Paris (2022).

April 06, 2023