Swatch Art Journey Collection celebrates masterpieces of Roy Lichtenstein, Katsushika Hokusa, René Magritte and more.
The Swatch Art Journey collection celebrates seven masterpieces by artist such as Sandro Botticelli, Roy Lichtenstein and Katsushika Hokusai.The idea of reinterpreting priceless works of art as wearable timepieces in an effort to make art and design available to more people is in keeping with the “key elements” of the Swatch company’s philosophy, according toThe first Art Special watches date back to 1985.
Maggie Berry, director of retail marketing at MoMA, hopes the timepieces bring a new audience to Lichtenstein pop artist’s work. Perfectly timed to mark the 125th anniversary of the Belgian artist’s birth, the two watches play with elements of Magritte’s The Son of Man from 1964 and“The Magritte would be a surprise. The play on words,” Giordanetti says of the appearance of ‘Ceci est une Swatch’ along with Magritte’s pipe and ‘Ceci est une Swatch avec une pomme’ on the strap of the watch showcasing a closeup of The Son of Man’s bowler-hatted gentleman with an apple in front of his face.
The playfulness of the design prompted Giordanetti to jokingly refer to it as the brand’s very own ‘apple watch,’ an unabashed poke at the popular smartwatch from the Apple brand.
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