Moma, Uffizi & Co.: Swatch cooperates again with museums

Swatch wants to democratize the art world - and has therefore once again teamed up with famous museums to bring world-famous works of art to wrists.

The year 2023 marks the next chapter in the Swatch Art Journey: from mid-March to May, five capsule collections featuring motifs from art history will be released. Swatch will let ten masterpieces shine on the wrist with the collections, some of which the watch brand is not yet revealing.

The starting signal was given in Lisbon, where Alain Villard, CEO of Swatch, and Carlo Giordanetti, CEO of Swatch Art Peace Hotel presented four of the five new collections in the presence of representatives of the museums MoMA, Magritte Foundation, Uffizi Galleries and Louvre Abu Dhabi: 

- Swatch x Moma is dedicated to Pop Art and also celebrates the 100th anniversary of Roy Lichtenstein's birth.
- Swatch x Magritte is a tribute to the surrealist on the occasion of the 125th anniversary of his birth.
- Swatch x Le Galerie degli Uffizi celebrates nature and femininity through the point of view and art of the great Renaissance master Sandro Botticelli.
- Swatch x Louvre Abu Dhabi combines the energy of the Great Wave off Kanagawa by Hokusai and a majestic astrolabe.

Swatch hinted that the next stage of the Swatch Art Journey should please street art fans. Swatch and art - the partnership is not new. There have been Art Special watches on and off since 1985. Swatch wants to democratize the art world, it said in a statement. To that end, the brand has teamed up with world-renowned museums to recreate some of their most legendary works of art as part of the Museum Journey series.

The models will be launched from March 16.

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