Art fans can now wear an interpretation of celebrated masterpieces on their wrists.
To see the Renaissance masterpieces Allegory of Spring or The Birth of Venus, you’d have to travel some 8,700 kilometres from Vancouver to Florence, Italy.
The pair of priceless paintings by Sandro Botticelli hang in the same room of Le Gallerie degli Uffizi, on view to visitors who make the trek to the celebrated museum.
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New Swatch collection sees priceless masterpieces adapted for your wrist
Art fans can now wear an interpretation of celebrated masterpieces on their wrists.
Author of the article:Aleesha Harris
Published Mar 24, 2023 • Last updated 21 hours ago • 4 minute read
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The Swatch Art Journey collection celebrates seven masterpieces by artist such as Sandro Botticelli, Roy Lichtenstein and Katsushika Hokusai.
The Swatch Art Journey collection celebrates seven masterpieces by artist such as Sandro Botticelli, Roy Lichtenstein and Katsushika Hokusai. Swatch
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To see the Renaissance masterpieces Allegory of Spring or The Birth of Venus, you’d have to travel some 8,700 kilometres from Vancouver to Florence, Italy.
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The pair of priceless paintings by Sandro Botticelli hang in the same room of Le Gallerie degli Uffizi, on view to visitors who make the trek to the celebrated museum.
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Through a new collection from Swiss watch company Swatch, art fans can now wear an interpretation of the masterpieces, along with five other works of art, on their wrists. Released this month through May, the watches feature the works of Botticelli, along with Roy Lichtenstein, Katsushika Hokusa, and René Magritte.
Seven of the 10 art-watch capsule Art Journey Collection timepieces, created in collaboration with museum partners at Museum of Modern Art (MoMA) in New York, Magritte Foundation of Belgium, Uffizi Galleries in Italy and the Louvre Abu Dhabi, were revealed during an event in Lisbon, Portugal in early March. The watches are priced from $115-$130 at Swatch.com.
The idea of reinterpreting priceless works of art as wearable timepieces in an effort to make art and design available to more people is in keeping with the “key elements” of the Swatch company’s philosophy, according to Carlo Giordanetti, Swatch International, Member of the Product and Design Committee. The first Art Special watches date back to 1985.
We’ve really tried to give the artist a wide canvas to develop, and to let it go. This is the main idea,” Giordanett says. “And I think a lot of museums appreciate that, with Swatch, you take the piece away from the gallery, the private collection, the museum where you have to pay for a ticket to see it — and you bring it closer to people.
“And you bring it into your life.”
Two works by American artist Lichtenstein are highlighted in the release, Reverie from 1965 and Girl from 1963. The artist’s recognizable dotted Benday technique is present on the reverse of the watch strap while the female faces of the artist’s creations exist on each watch face.
Maggie Berry, director of retail marketing at MoMA, hopes the timepieces bring a new audience to Lichtenstein pop artist’s work.
“The beauty of working with Swatch is making the art and ideas of our time accessible to a global audience,” Berry says. “If we’re reaching somebody in one of their many locations and introducing them to the idea and the concept of Roy Lichtenstein, that’s exactly what we try to accomplish with our partners.”
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New Swatch collection sees priceless masterpieces adapted for your wrist
Art fans can now wear an interpretation of celebrated masterpieces on their wrists.
Author of the article:Aleesha Harris
Published Mar 24, 2023 • Last updated 21 hours ago • 4 minute read
Join the conversation
The Swatch Art Journey collection celebrates seven masterpieces by artist such as Sandro Botticelli, Roy Lichtenstein and Katsushika Hokusai.
The Swatch Art Journey collection celebrates seven masterpieces by artist such as Sandro Botticelli, Roy Lichtenstein and Katsushika Hokusai. Swatch
Reviews and recommendations are unbiased and products are independently selected. Postmedia may earn an affiliate commission from purchases made through links on this page.
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To see the Renaissance masterpieces Allegory of Spring or The Birth of Venus, you’d have to travel some 8,700 kilometres from Vancouver to Florence, Italy.
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The pair of priceless paintings by Sandro Botticelli hang in the same room of Le Gallerie degli Uffizi, on view to visitors who make the trek to the celebrated museum.
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Start planning for your weekend with expert recommendations from our team of writers on what to cook, where to dine, and the perfect wine pairing delivered straight to your inbox on Thursday at noon.
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Article content
Through a new collection from Swiss watch company Swatch, art fans can now wear an interpretation of the masterpieces, along with five other works of art, on their wrists. Released this month through May, the watches feature the works of Botticelli, along with Roy Lichtenstein, Katsushika Hokusa, and René Magritte.
Seven of the 10 art-watch capsule Art Journey Collection timepieces, created in collaboration with museum partners at Museum of Modern Art (MoMA) in New York, Magritte Foundation of Belgium, Uffizi Galleries in Italy and the Louvre Abu Dhabi, were revealed during an event in Lisbon, Portugal in early March. The watches are priced from $115-$130 at Swatch.com.
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The Swatch Art Journey collection celebrates seven masterpieces by artist such as Sandro Botticelli, Roy Lichtenstein and Katsushika Hokusai.
The Swatch Art Journey collection celebrates seven masterpieces by artist such as Sandro Botticelli, Roy Lichtenstein and Katsushika Hokusai. PHOTO BY ROBBIN LEE /Shutterstock
The idea of reinterpreting priceless works of art as wearable timepieces in an effort to make art and design available to more people is in keeping with the “key elements” of the Swatch company’s philosophy, according to Carlo Giordanetti, Swatch International, Member of the Product and Design Committee. The first Art Special watches date back to 1985.
“We’ve really tried to give the artist a wide canvas to develop, and to let it go. This is the main idea,” Giordanett says. “And I think a lot of museums appreciate that, with Swatch, you take the piece away from the gallery, the private collection, the museum where you have to pay for a ticket to see it — and you bring it closer to people.
“And you bring it into your life.”
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Two works by American artist Lichtenstein are highlighted in the release, Reverie from 1965 and Girl from 1963. The artist’s recognizable dotted Benday technique is present on the reverse of the watch strap while the female faces of the artist’s creations exist on each watch face.
Maggie Berry, director of retail marketing at MoMA, hopes the timepieces bring a new audience to Lichtenstein pop artist’s work.
“The beauty of working with Swatch is making the art and ideas of our time accessible to a global audience,” Berry says. “If we’re reaching somebody in one of their many locations and introducing them to the idea and the concept of Roy Lichtenstein, that’s exactly what we try to accomplish with our partners.”
Perfectly timed to mark the 125th anniversary of the Belgian artist’s birth, the two watches play with elements of Magritte’s The Son of Man from 1964 and The Treachery of Images from 1929.
“The Magritte would be a surprise. The play on words,” Giordanetti says of the appearance of ‘Ceci est une Swatch’ along with Magritte’s pipe and ‘Ceci est une Swatch avec une pomme’ on the strap of the watch showcasing a closeup of The Son of Man’s bowler-hatted gentleman with an apple in front of his face.
“I think a lot of people will be in love with this. In a way, they will recognize the language but it’s not going to be a postcard. It’s a reinterpretation.”
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