On April 25th, Swatch Switzerland held an offline art event at the Swatch Art Journey Art Center in Shanghai. From mid-March until May, Swatch Switzerland will launch five capsule collections, which are like a journey through time through the history of art, allowing art classics to go out of the gallery and into the ordinary.
Previously, the first Art Journey Collection watches launched by Swatch in collaboration with MOMA and surrealist artist René Magritte were also on sale in early March, kicking off the history of the brand's Swatch Art Journey and reviewing the retro and romantic art chapter. In commemoration of this year's Swatch Art Journey collection, Swatch held a grand art exhibition at the Swatch Art Peace Hotel Art Center in Shanghai, providing media from all walks of life with an immersive experience of viewing the new models, hoping to bring the beauty of world art to life in this exhibition format, and provide a new way for more people to understand the inspiration behind the watches.
The works in this exhibition complement the artistic atmosphere of the Peace Hotel, and each Swatch Art Journey co-branded watch is interpreted in a separate art space. Passing through the areas, it is like swimming in a long river of art, allowing visitors to experience the artistic appeal of these masterpieces after the collision with the Swiss Swatch Child.
At the exhibition site, the resident artists of the Peace Hotel Art Center and the global design director of Swatch Switzerland gave a vivid and detailed introduction to each artwork and space, telling the story behind the launch of the model, allowing people to feel how different artists use unique perspectives to combine watches with internationally renowned paintings, highlighting the infinite possibilities of artistic collision.
Carlo Glordanett, Global Design Director of Swatch Switzerland, shared: "We are honored to work with the world's leading museums to recreate the beauty of art through watches, so that more art lovers can resonate with our models and more wearers can experience art up close. ”
The exquisite watch launched this time, Katsushika Hokusai's Kanagawa Rushi Nanri & Astrolabe-themed watch, is the first collaboration between Swatch and Louvre Abu Dhabi. Combining the momentum of Katsushika Hokusai's masterpiece "Kanagawa Oki Nanari" and the magnificent mystery of "Astrolabe", the two masterpieces of art are fused to pay tribute to the majestic power of nature on the wrist.
The joint watch between Swatch and Uffizi Art Gallery in Switzerland replicates Sandro Botticelli's Renaissance art. The Birth of Venus themed watch reproduces the texture of the original painting in a precise way. The dial is dotted with Zeferos, the god of the west wind, and Aura, the goddess of the breeze, gently pushing Venus towards the shore; The strap is embellished with the flawlessly beautiful face of Venus, scattered with pink roses, recording the moment of Venus's birth.
In the design concept of Spring, another themed watch co-branded with the Uffizi Art Gallery, the watch features botanical elements from several originals, the strap is decorated with a portrait of Flora, the goddess of flowers, violets, cornflowers, wild strawberries and myrtle are embellished with citrus trees, and the dial is an ethereal romance of the Renaissance.
Since the establishment of the brand, Swatch Switzerland has believed that art and artists can make the world a better place, and has been fully exploring how to bring more art into people's lives, and the launch of Swatch Art Journey is undoubtedly the best proof of the brand's determination to reinterpret masterpieces on watches so that everyone can enjoy the world's most important and iconic artworks.
From March 2023, the entire Swatch Art Journey series will be available in Swatch offline stores, the brand's official website in China and online stores.
Editor-in-charge: Sylvia