Swatch embarks on an artistic journey this year, joining forces with the renowned Tate galleries to bring the world of art closer to enthusiasts with the Swatch Art Journey 2024. With a fresh array of masterpieces adorning wrists, this collaboration offers a unique fusion of timekeeping and artistic expression.
The Swatch x Tate Gallery Collection represents a significant departure from previous art collaborations, encapsulating the essence of Swatch’s innovative spirit in a way never seen before. Each timepiece serves as a conduit through time, genre, and individuality, reflecting Swatch’s ethos of boundary-pushing innovation and joie de vivre.
Recognized for its longstanding commitment to art and accessibility, Swatch continues to empower wearers to express themselves through an unparalleled selection of art-inspired watches. Tate, renowned for its diverse collections spanning eras and genres, serves as the ideal partner, resonating with Swatch’s mission to make art accessible to all through its Tate Modern Lates program.
By infusing artistic masterpieces into timepieces, Swatch invites wearers to express themselves just as artists express themselves through their works, fostering connections and sparking conversations. As wearers embark on their own Swatch Art Journey 2024, they’re encouraged to take their time, savoring each moment of self-expression.
TURNER’S SCARLET SUNSET captures the essence of JMW Turner’s innovative brushwork and use of color, offering wearers a seamless transition from sunrise to sunset. Meanwhile, CHAGALL’S BLUE CIRCUS brings Marc Chagall’s whimsical circus-inspired art to life with vibrant hues and dynamic imagery.
MIRO’S WOMEN AND BIRD IN THE MOONLIGHT celebrates Joan Miró’s abstract style and use of vibrant colors, offering wearers a joyful escape to their happy place. LEGER’S TWO WOMEN HOLDING FLOWERS channels Fernand Léger’s bold and simplistic style, transporting wearers back in time to the avant-garde movement of early 20th century Paris.
MATISSE’S SNAIL embodies Henri Matisse’s revolutionary approach to art, inviting wearers to explore his famous cut-outs and unleash their creativity. BARNS-GRAHAM’S ORANGE AND RED ON PINK bursts with energy, reflecting Wilhelmina Barns-Graham’s celebration of life through color and texture.
Lastly, BOURGEOIS’S SPIRALS and BOURGEOIS’S SPIRALS PAY! pay homage to Louise Bourgeois’s iconic use of spirals, offering wearers a journey of trust, positivity, and energy. For added convenience, the SwatchPAY!-enabled version simplifies secure payments with a flick of the wrist.
The Swatch x Tate Gallery Collection launches on March 21, 2024, and will be available at Swatch stores worldwide, online, as well as in Tate’s gallery shops.