Swatch Drops Epic Six-Watch Modern Art Collaboration
Pop art watch brand works with New York’s Museum of Modern Art to bring art to your wrist.
Swatch and New York’s Museum of Modern Art (MoMA) have developed a collection of six watches featuring some of the museum’s most famous works of art as part of the brand’s Museum Journey series that began in 2018.
The collection includes The Starry Night (1889) by Vincent van Gogh, Hope, II (1907-1908) by Gustav Klimt, The Dream (1910) by Henri Rousseau, Composition in Oval with Color Planes 1 (1914) by Piet Mondrian, The City and Design, The Wonders of Life on Earth, Isamu Kurita (1966) by Tadanori Yokoo, and New York (1968) by Tadanori Yokoo.
The watches can be purchased separately or together as part of a complete collector’s edition, limited to just 221 pieces, in a box inspired by the Blade Stair, a prominent architectural feature of the museum.
The collaboration also sees artist Beatriz Milhazes contribute three of her works from MoMA’s collection – Suculentas Beringelas (Succulent Eggplants) (1996), O Espelho (The Mirror) (2000), and Meu Bem (2008) – to the Swatch X You platform, which allows custom watches to be created by placing a template within a single artwork. A further limited run of one design from each of Milhazes’ artworks will be available at the MoMA Design Stores in New York.
It’s the third time Swatch and MoMA have worked together, the brand previously produced three MoMA themed watches in 2000 and three Canvas on the Wrist pieces in 2017. The museum also has three Swatch watches on permanent display; GB100 (1983), GK100 Jelly Fish (1985), and SFK100 Jelly Skin (1998).
The watches and collector’s set drop on March 4th priced between $92 USD (£66 GBP) and $115 (£83 GBP) individually or $810 USD (£580 GBP) for the Collector’s Set via Swatch stores worldwide, Swatch’s online store, global MoMA Design Stores and the museum’s online store.
Elsewhere in watches Hublot has created a Red Carbon Big Bang chronograph to celebrate the career of ice hockey legend Alex Ovechkin.
