Swatch has taken telling time to a new dimension. Imagine having a Magritte or a Botticelli or a colorful and keen Roy Lichtenstein on your wrist. Swatch has done just that with its Art Journey Collection featuring masterpiece icons from artists’s studios and museum walls and bringing them to the wrists of the world at large. All of the watches in the collection celebrate artists who were unafraid to try new things. 

Left: Reverie by Roy Lichtenstein, the watch. The famous text on the artwork “The melody haunts my reverie” is on the speech bubble loop, while the canary yellow strap echoes the woman’s blonde hair. Right: Girl by Roy Lichtenstein, the watch. The power of a smile is mesmerizing, and Swatch reproduces the famous artwork Girl (1963), with the blonde woman taking center stage. Photos courtesy Swatch. Handout via The Gourmet Gazette 

The timepieces include Swatch x MoMa celebrating Pop Art and the 100th anniversary of Roy Lichtenstein’s birth while the Swatch x  Gallerie Deli Uffizi in Florence celebrates a world of nature and femininity through the eyes of the great Renaissance master Sandro Botticelli. Swatch’s involvement in art began back in 1985 with the first of a long line of special art watches as Swatch joined forces with the world famous museums to recreate some of their most powerful artworks as part of a new Museum Journey series. Rijksmuseum in Amsterdam (2018) and Thyssen-Bornemisza Museum in Madrid (2018) were the first venues to open their doors to Swatch, quickly followed by the Musée du Louvre in Paris (2019), MoMA in New York (2021), and the Centre Pompidou in Paris (2022). 

Swatch was founded in 1983 and remains one of the leading watch manufacturers and the most sought-after brands in the world. ©Trish Valicenti for The Gourmet Gazette. https://www.swatch.com/en-us/watches/art-watches/art-journey.html