Swatch's Art Collaborations: From Keith Haring to the Venice Biennale
Swatch revolutionized the Swiss watch industry in the 1980s by transforming timepieces from luxury heirlooms into affordable, fashionable accessories. The brand's success was driven by Nicolas G. Hayek, who introduced the concept of the 'second watch' (Swatch) in 1983. Swatch's early adoption of art collaborations began in 1985 with a limited edition by Kiki Picasso, followed by Keith Haring, Mimmo Paladino, and many others. The brand partnered with the Venice Biennale in 2011 for 'ILLUMInazioni' curated by Bice Curiger. Swatch also operates the Swatch Art Peace Hotel in Shanghai, a residency and retail space. President Arlette-Elsa Emch describes artist-designed Swatches as 'installations for the wrist.' The company's art ties extend to institutions like the Guggenheim Museum, Centre Pompidou, and Sotheby's.
Key facts
- Swatch debuted in 1983, created by Nicolas G. Hayek.
- The first Art Special watch was designed by Kiki Picasso in 1985, limited to 140 pieces.
- Keith Haring designed four Swatch prototypes: Modèle avec personnages, Mille Pattes, Serpent, and Blanc sur Noir.
- Swatch became a partner of the 2011 Venice Biennale exhibition 'ILLUMInazioni' curated by Bice Curiger.
- The Swatch Art Peace Hotel in Shanghai opened in 2010, offering artist residencies.
- Swatch Group includes brands like Breguet, Omega, Longines, and Tissot.
- Swatch collaborated with artists such as Pedro Almodóvar, Nam June Paik, Yoko Ono, and Spike Lee.
- The brand's slogan 'Time is what you make of it' was featured in a 1998 commercial with Midge Ure's 'Breathe.'
Entities
Artists
- Nicolas G. Hayek
- Kiki Picasso
- Keith Haring
- Mimmo Paladino
- Pedro Almodóvar
- Nam June Paik
- Yoko Ono
- Spike Lee
- Mark Kostabi
- Robert Altman
- Bruno Munari
- Paulo Mendonça
- Arnaldo Pomodoro
- Kenny Scharf
- Mimmo Rotella
- Folon
- Alessandro Mendini
- Jean-Michel Jarre
- Philip Glass
- Peter Gabriel
- Ivan Navarro
- Markus Linnenbrik
- Hiroyuki Matsuura
- John Rankin
- Arlette-Elsa Emch
- Bice Curiger
- Midge Ure
- Andy Warhol
Institutions
- Swatch
- Swatch Group
- Biennale di Venezia
- Guggenheim Museum
- Centre Pompidou
- Sotheby's
- Christie's
- Royal College of Art
- Film Festival di Cannes
- Umbria Jazz Festival
- MTV Playground
- Dazed&Confused
- Jin Jiang Group
- Artribune
Locations
- Switzerland
- Venice
- Italy
- Shanghai
- China
- Paris
- France
- Moscow
- Russia
- Rome
- Monaco
- Dubai
- United Arab Emirates
- Santiago
- Chile
- London
- United Kingdom