Swatch Launches Watch Collaboration With Tate Gallery
Swatch has been well-established in the world of art for years, having several collaborative projects under its belt with world-renowned artists such as Andy Warhol, Jean-Michel Basquiat, the Museum of Modern Art in New York City, the Louvre and Centre Pompidou in Paris, and more.
Now the Swiss watchmaker has launched a capsule collection with London’s Tate galleries to create a range of watches featuring seven artworks from artists such as J. M. W. Turner, Marc Chagall, Joan Miró, Fernand Léger, Henri Matisse, Wilhelmina Barns-Graham and Louise Bourgeois, as part of the brand’s Swatch Art Journey series. This is the inaugural partnership between Swatch and the Tate.
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The works of art selected have been adapted into the watches’ dials and extended onto their wrist straps, offering watch enthusiasts and art lovers alike the opportunity to own a piece of artistic heritage.
“Swatch has a long-standing love affair with art and it’s such an important pillar for our brand. We are super excited to have this new partnership with Tate Gallery and to be able to bring more amazing masterpieces to people’s wrists with our new collection,” Swatch chief executive officer Alain Villard told WWD.
To push the Art Journey experience further, Swatch is sponsoring the Tate Modern Lates for a year, where guests can enjoy a free night out at the museum with a DJ set, food and drinks, special talks and workshops, on the last Friday of each month.
The Swatch x Tate Gallery Collection will be available in Swatch stores worldwide and on swatch.com, as well as in Tate’s gallery shops and their e-commerce platform, with prices ranging from $100 to $110.
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