Swatch watches, the new collection inspired by the Tate masterpieces debuts

The watches Swatch they are not timepiece like all the others because, since they appeared on the market in the early 1980s, they have made history. Transforming into real ones iconsnot just for the precision of the movement and the design unmistakable but above all because they allowed theart to leave the rooms of the most celebrated museums to find a place in people's everyday lives.

Since the debut of the first watch Art Special created in collaboration with Kiki Picasso the Swiss brand never stopped, working with established and emerging museums, architects and designers until founding in Shanghai Swatch Art Peace Hotel a structure designed in 2011 to allow creatives from various disciplines to live and work for a few months in total freedom, in spaces created especially for them.

The project Swatch Art Journeya new stage in the artistic adventure of the Swiss giant, begins in 2018 with Rijksmuseum and the Thyssen-Bornemiszacontinues in 2019 with the Louvre, the MoMa in 2021, the Center Pompidou in 2022 up to the Louvre Abu Dhabi, the Uffizi Galleries and MoMa again last year, in 2023.

The new Swatch Art Journey collection created in collaboration with the Tate in London.

ALMA ROSAZ

Fast forward to 2024, when London celebrates the latest collection created in partnership with the Tate which, within its four galleries (Tate Britain, Tate Modern, Tate Liverpool and Tate St. Ives) encompasses the best of modern and contemporary art in the world with over 70,000 works, ranging from paintings to sculptures, but not only. To present the new and colorful timepieces to the public, the brands he created a immersive installation which allowed printing and influencers to preview and closely observe the creative process which led to the creation of capsules Swatch x Tate Gallery Collectionavailable in flagship stores around the world and on swatch.com starting from March 21stas well as in shop of the British Museum and on shop.tate.org.uk.

Alain Villard, CEO of Sawtch and Carlo Giordanetti, CEO of the Swatch Art Peace Hotel inside the installation created exclusively for the collection launch event.

“We are thrilled to collaborate with Swatch, an organization close to our way of thinking, to create a series of watches that showcase the rich and varied collection of our museums to an ever-wider audience,” he explained Hamish Anderson, CEO of Tate Enterprises. L'labyrinthine exposition it was composed of various rooms that followed one another, leading the viewer to discover interactive 3D installations which told the inspiration behind the new collection. From the painting Scarlet Sunset Of William Turner with its explosion of light and color representing a fiery sunset over the Thames at Blue Circus Of Marc Chagall which brings the circus show to life thanks to the most emblematic elements of the work, reproduced on the strap and dial.

Swatch, the history of art is worn on the wrist

The legendary watch brand has unveiled the new models created in collaboration with the most important museums in the world. Inspired by unforgettable masterpieces, they are not just simple timepieces but small reminders that remind us every day of the importance of beauty and creativity

The watch inspired by the Turner painting.

The model inspired by Chagall's masterpiece.

A real journey into timediscovering different styles and movements thanks to an institution like the London museum complex, known for its vast collection, which ranges across eras and genres, preserving in its spaces surprising and unforgettable creations, now transformed into wrist accessories Swiss made. As **Women and Bird in the Moonlight **by the master of abstract art Joan Mirò, e Two Women Holding Flowers by Fernand Léger, an essential yet audacious author, an exponent of the cubist movement.

The watch inspired by Joan Mirò.

The last three clocks Swatch part of Tate Gallery Collection they play instead** The Snail **by Henri Matisse, a large canvas in which color is used in an original and atypical way for the French master, Orange and red on Pink by Wilhelmina Barns-Graham, with her energetic and fluid brushstrokes and Spirals by Louise Bourgeois, an artist known for her large sculptures, in reality also a skilled painter. She was often portrayed in her creations the spiralsynonymous with movement and positive energy: this may be why the watch inspired by this symbol of dynamism is also the only one to which the function has been combined SwatchPAY!available in selected markets, to make secure payments with a simple flick of the mouse wrist.

From left, models inspired by the works of Mirò, Bourgeois and Barns-Graham.

Distinctive feature of collaborations between Swatch and the major museums in the world, as always there is respect for works of art, which are valorised and not converted into a banal gadget. On the contrary, theclock it merges with the subjects depicted on the canvases, becoming a real creative means, which goes far beyond the simple function of giving theexact time. The dial and hands are thus transformed into one portal which allows art to leave the silent exhibition rooms to take us to unusual places, where extraordinary things can happen. As long as take some time to observe the world around us with curiosity and attention.