Swatch Art Journey: embark on the Swatch Art Journey

The first time you stand in front of a famous work of art, you remember it for life: a new world opens up before you and a flood of ideas unleashes your creativity. The same is true when Swatch merges with art: wonderful things happen. This has been true since the brand’s beginnings, always ready to find new ways to bring art into our lives. 2023 begins another chapter in Swatch’s artistic journey.

From mid-March to May, the Swiss brand will present five capsule collections under the name Swatch Art Journey. These watches aim to tell the story of art – from Botticelli to Lichtenstein – as if it were an adventure. In typical Swatch fashion, the timepieces in this collection will incorporate original details.

For this collection, Swatch takes its GENT and NEW GENT models and recreates a whopping ten masterpieces. All with an underlying message, but also with a touch of humour. All the watches in this range pay tribute to artists who were not afraid to innovate.

Swatch’s love affair with art began in 1985 with the first of the brand’s artistic watches. Since then, and with the aim of finding new ways to democratise art, Swatch has joined forces with the world’s most famous museums to recreate some of their most striking works of art on their watches. This is embodied in the new series of museum partnerships, Museum Journey.

Swatch x MoMA

This collaboration pays tribute to pop art on the occasion of the 100th anniversary of the birth of the artist Roy Lichtenstein.

Swatch x Magritte

This collaboration pays tribute to the surrealist René Magritte on the 125th anniversary of his birth.

Swatch x Le Gallerie Degli Uffizi

This collaboration celebrates nature and femininity through the eyes of Sandro Botticelli, the greatest exponent of the Renaissance.

Swatch x Louvre Abu Dhabi

This collaboration takes the opportunity to unite the energy of Hokusai’s The Great Wave of Kanagawa with a majestic Astrolabe.

The Swatch Art Journey collection will go on sale on 16 March 2023, followed by an additional release that will only be revealed at a later date.

On the menu today, the Swatch recipe for love.