Exciting news! Get ready for the launch of the incredible Swatch Art Journey watch collection in 2023, paying homage to the world's greatest painters. Experience a captivating voyage through art, delving into fresh interpretations of renowned masterpieces that have influenced and touched generations. Swatch continues to transform stunning works of art into wearable pieces that can be enjoyed every day, right on your wrist.
For many years, Swatch has gained a reputation for its innovative and unconventional style in watchmaking. Their love for the world of art is evident through their passion and dedication, as demonstrated by their numerous collaborations with prominent artists, designers, architects, museums and cultural institutions since 1985. In each artistic project, Swatch infuses the world of watches with art, impressing with vivid hues, Swiss precision and innovative ideas.
Swatch & Art is an inspiring watch collection that takes the wearer on a journey through some of the world's greatest works of art in some of the world's most famous museums, including the Rijksmuseum museum in Amsterdam, the Thyssen-Bornemisza museum in Madrid and the Centre Pompidou in Paris.
The Swatch artistic series of Swiss watches just got even more impressive with the latest Swatch Art Journey collection! In partnership with renowned partners like MoMA, Magritte, Louvre Abu Dhabi and Le Gallerie Degli Uffizi, the brand invites us on a thrilling journey through the various stages of art history, highlighting its boundless creative potential from Botticelli to Lichtenstein.
The journey with Swatch Art Journey 2023 begins at the Museum of Modern Art (MoMA) located in New York. This is where modernity, science and a creative approach to form meet at the frontiers of the art of our time. Such a perspective is embodied in the latest Swatch x MoMA collection.
Swatch's latest collaboration has given birth to two magnificent watches that commemorate the 100th birthday of American pop art icon Roy Lichtenstein. The monochrome and comic aesthetics of his work are celebrated in the Swatch MoMA Girl by Roy Lichtenstein SUOZ352 and Swatch MoMA Reverie by Roy Lichtenstein SO28Z117 watches, both of which replicate his iconic paintings: "Girl" from 1963 and "Reverie" from 1965.
The SUOZ352 model shows a blonde woman with a captivating smile at the center of the blue dial. The case and strap are also in the same uniform shade. The case features the same repeated print with a graphic of an aerosol can.
The second model, the Swatch SO28Z117 watch, also draws inspiration from Lichtenstein's "Reverie" jazz-inspired piece. It features an image of a girl's face in the middle of the dial, with her blonde hair complementing the matte strap and yellow case. The pop-art style is further accentuated by a comic bubble with the famous text: "The melody haunts my reverie".
Let's now shift our focus from New York to Brussels, more specifically the Magritte Museum. In honour of the 125th anniversary of surrealist painter René Magritte's birth, Swatch has teamed up with a Belgian non-profit foundation to take wearers on a surreal journey through his world. To celebrate this occasion, Swatch has created watches that represent Magritte's most renowned paintings, i.e. "La Trahison Des Images" from 1929 and "Le Fils de l'Homme" from 1964. These two watches capture the symbolic dreamy aesthetic and humorous irony that are synonymous with Magritte's art.
The first of these, the Swatch La Trahison Des Images by René Magritte SO29Z124 watch, is a reference to the painting "The Treachery of Images". The painting is on a multicoloured dial in the form of a daydream. It is complemented by the inscriptions on the light-coloured strap: "Ceci est une Swatch" and the original iconic phrase: "Ceci n'est pas une pipe" (translated as "This is not a pipe").
Another oneiric Swatch watch is Swatch Le Fils de l’Homme by René Magritte SUOZ350. It features another famous painting by the surrealist Dadaist, "Son of man". The painting portrays a self-portrait of a man with a bowler hat and a green apple obscuring his face. The motif goes seamlessly onto the case and elastic band. To pay homage to the artist's quote from "The Treachery of Images" - "Ceci n'est pas une pipe" ("This is not a pipe"), there is a inscription that says "Ceci est une Swatch avec une pomme" ("This is a Swatch with an apple").
The journey of the Swatch brand continues. This time it takes wearers to one of the most modern museums, Louvre Abu Dhabi, combining modernity with traditional Islamic architecture. This is the place where the two famous works that inspired the Swatch The Great Wave by Hokusai & Astrolable SUOZ351 watch are stored.
We are pleased to be partnering with Swatch to launch a Louvre Abu Dhabi watch as part of their exclusive Swatch Art Journey collection. These series of watches are truly outstanding as they are inspired by artworks from museums around the world, and are a testament to the limitless potential of art. [...] and with Swatch’s ingenious, together, we have been able to showcase art reimagined through these unique timepieces — bringing art even closer to people each day.Manuel Rabaté, director at the Louvre Abu Dhabi
The Swatch SUOZ351 draws its inspiration from the beauty of nature and the creative masterpieces of renowned artists. On the dial and front side of the watch one can see an image of the iconic woodblock print "The Great Wave off Kanagawa'' from 1831 by Katsushika Hokusai, which demonstrates a storm-tossed sea, with a large wave forming a spiral. Prussian blue tones that come straight from Hokusai’s artwork. This woodblock print is part of Hokusai's famous "Thirty-six Views of Mount Fuji" series.
The underside, however, depicts elements from ''Astrolabe'', a marvel of mankind, flat projection of a night sky. This impressive astronomical instrument, invented by Muhammad ibn Ahmad al-Battûtî between 1726 and 1727, was used by sailors for navigation to determine the position of the stars in the sky.
Swatch Art Journey 2023 continues to engage with art. The fourth collaboration the Swiss watch brand has undertaken for its latest art collection is a partnership with Le Gallerie degli Uffizi. This is one of the prominent art museums in the world, known for its extensive collection of Renaissance masterpieces, antique sculptures and paintings by Botticelli, Leonardo da Vinci, Michelangelo, Raphael and Caravaggio, among others.
Swatch x Le Gallerie degli Uffizi watches allow wearers and art lovers to experience first-hand two of master Sandro Botticelli's most outstanding works, "Birth of Venus" and "Primavera", a celebration of nature and femininity.
The Swatch Nascita Di Venere by Sandro Botticelli GZ360 watch reinterprets the iconic Renaissance painting "Birth of Venus" from around 1486. Swatch has managed to capture the painting's original texture, and the result is truly breathtaking. The watch features pastel colours of light green and blue, accentuated with gold detailing, which perfectly replicates the mythological scene. The dial shows gods of the wind, Zephyr and Aura, while the strap is adorned with the face of Venus and a delicate floral motif.
The Swatch Allegoria Della Primavera by Sandro Botticelli SUOZ357 captures the natural beauty and allegorical imagery of Botticelli's depiction of spring. The Italian artist's masterpiece, "Allegoria Della Primavera" represents the flourishing vegetation. BBoth the Renaissance painting and the Swatch watch offer a breathtaking glimpse into the wonders of nature and the symbolism associated with the season of spring. The goddess of flowers is depicted surrounded by over 14 different species of plants, including violets, cornflowers, wild strawberries, common myrtles and citrus trees.
The launch of the Swatch Art Journey 2023 watch collection is being rolled out in two parts. The first series is dedicated to artists Roy Lichtenstein and René Magritte and includes the Swatch MoMA Girl SUOZ352, Swatch MoMA Reverie SO28Z117, Swatch La Trahison Des Images SO29Z124 and Swatch Le Fils de l'Homme SUOZ350. These stunning watches were made available on March 16th. The second part of the launch will take place on April 13th and will include the Great Wave by Hokusai & Astrolabe SUOZ351, which unites the energy of Hokusai's "Great Wave off Kanagawa" with the "Astrolabe", and models inspired by the paintings of Sandro Botticelli, namely Swatch Nascita Di Venere GZ360 and Swatch Allegoria Della Primavera SUOZ357.
Enter the world of art and discover the beauty and power of imagination. Together with the Swiss brand Swatch and the museums MoMA, Magritte, Le Gallerie Degli Uffizi and Louvre Abu Dhabi. Experience the utilitarian and functional aspect of art like never before!