The canvas on the wrist
Swatch and art are a dream team for marketing. The "Artist Residency Program" of the Swatch Art Peace Hotel in Shanghai brings together artists from all over the world to cultivate a promotional image.
Since the launch of the first model in 1983, Swatch has maintained a close relationship with art. After just one year, a "Swatch Art Special" followed with a set of unique plastic watches designed by Christian Champion. The designer's pen name was "Kiki Picasso ". The "movements" of the American artist Keith Haring also became valuable collector's items.
In the continuing happy marriage of art and timekeeping, Swatch was able to attract new filmmakers, fashion designers, photographers or concept artists every year. And thus also provide stylish "free" advertising for its collections. In November 2011, the artistic commitment took on another dimension with the opening of the Swatch Art Peace Hotel in Shanghai. There, the former Peace Hotel has been generously restored and transformed into an art hotel in Shanghai's luxury mile. Part of the concept is to regularly bring artists to the center of one of China's most dynamic cities with actions and shows. Two floors of the hotel have been converted into 18 residential studios for artists from around the world. The remaining rooms will be used to meet and develop new ideas. A few suites are also open to the public. The "Artists in Residence" are selected by a commission. In addition to Nayla and Nick Hayek, George Clooney also sits on this commission. The artists' exhibits are also displayed in a virtual museum. This can be accessed via the hotel's website. pan
