MODERN ART
Swatch X MoMA
SPECIAL EDITION
GC-APPROVED
Swatch announces the launch of special edition designs with The Museum of Modern Art (MoMA). The watches are inspired by famous and legendary artists, like Vincent van Gogh, Piet Mondrian Henri Rousseau and many others. Grab yours now!
As part of its Museum Journey series, Swatch collaborated with The Museum of Modern Art in New York, and created some special edition designs, inspired by the great paintings and artworks which are exhibited in the museum.
The assortment features six unique creations inspired by artworks in MoMA’s Collection, including The Starry Night (1889) by Vincent van Gogh, Hope, II (1907-1908) by Gustav Klimt, The Dream (1910) by Henri Rousseau, Composition in Oval with Color Planes 1 (1914) by Piet Mondrian, The City and Design, The Wonders of Life on Earth, Isamu Kurita (1966) by Tadanori Yokoo, and New York (1968) by Tadanori Yokoo. These watches can be purchased individually or as a collector’s edition. Swatch and MoMA developed a special box for the collector’s edition inspired by the Blade Stair, a prominent architectural feature of MoMA.
SWATCH IS VERY HAPPY TO CELEBRATE A NEW STEP IN ITS RICH HISTORY WITH MOMA, WHICH INCLUDES SEVERAL SWATCH WATCHES IN THE MUSEUM’S PERMANENT COLLECTION. IT IS A TRUE HONOR TO BE ABLE TO REINTERPRET MASTERPIECES BY VINCENT VAN GOGH, GUSTAV KLIMT, AND PIET MONDRIAN AND HIGHLIGHTS OUR DEDICATION TO ART AND ARTISTS OF THE 20TH CENTURY
CARLO GIORDANETTI, CEO OF THE SWATCH ART PEACE HOTEL
Swatch has also collaborated with artist Beatriz Milhazes to include three of her works from MoMA’s collection— Suculentas Beringelas (Succulent Eggplants) (1996), O Espelho (The Mirror) (2000), and Meu Bem (2008)–on the Swatch X You platform. Swatch X You allows customers to create their own customized watch style on swatch.com, and in select Swatch stores. Additionally, a limited run of one design from each artwork by Milhazes will be available at the MoMA Design Stores in New York.
MoMA has three Swatch watches in its permanent collection; the GB100 (1983), GK100 Jelly Fish (1985), and SFK100 Jelly Skin (1998). Swatch watches have been featured in four MoMA exhibitions: Humble Masterpieces (2004), Architecture and Design: Inaugural Installation (2004-2005), Standard Deviations: Types and Families in Contemporary Design (2011-2012), and, most recently, Items: Is Fashion Modern? (2017-2018).
