From our collection to yours, Swatch X MoMA
SWATCH AND MoMA COLLABORATE TO LAUNCH SPECIAL EDITION WATCHES
Swatch announces the launch of special edition designs with The Museum of Modern Art (MoMA) as part of its Museum Journey series. The watches will be available at Swatch stores worldwide and swatch.com as well as global MoMA Design Stores and store.moma.org, starting on March 4, 2021.
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 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.
“We’re proud to continue MoMA’s ongoing relationship with Swatch through this new collection of watches inspired by artworks from MoMA’s collection. MoMA’s
commitment to good design as a part of everyday life is exemplified by Swatch watches,” said Robin Sayetta, Associate Director of Business Development for MoMA.
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).
Swatch X MoMA will be available on March 4, 2021 at Swatch locations globally and MoMA Design Stores.
“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,” said Carlo Giordanetti, CEO of the Swatch Art Peace Hotel. “We are also delighted to include watches designed around the works of highly acclaimed contemporary artists, Tadanori Yokoo and Beatriz Milhazes, the latter of whom is joining our special Swatch X You program.”