The Swatch Art Journey brings masterpieces to our wrists

Taking icons from artists’ studios and museum walls to the daily life worldwide.

People never forget the first time they stood in front of one of the world’s most famous artworks; that feeling of a new world opening and creative sparks flying. Exciting things happen when art and the world of Swatch collide, and from the get-go, Swatch has found fresh ways to bring more art to people’s lives.

2023 marks the next chapter of the Swatch Art Journey, going big with five capsule collections released from mid-March to May. The entire range is like an adventure through different moments in art history, from Botticelli to Lichtenstein, and it couldn’t be any more signature Swatch if it tried with unexpected details.

Swatch recreates a whopping ten masterpieces in its signature GENT, NEW GENT, and playfully provocative style: all designed to celebrate artists who were unafraid to try new things.

Swatch x MoMA celebrates Pop Art and marks the 100th anniversary of Roy Lichtenstein’s birth | Swatch x Magritte presents tributes to the surrealist artist in his 125th birth anniversary | Swatch x LE GALLERIE DEGLI UFFIZI celebrates nature and femininity through the eyes and art of Renaissance supremo maestro Sandro Botticelli | Swatch x LOUVRE ABU DHABI unites the energy of ‘The Great Wave Off Kanagawa’ by Hokusai with a majestic ‘Astrolabe’

The Swatch love affair with art started in 1985 with the first of a long line of Art Special watches. Always looking for new ways to democratise the art world, Swatch joined forces with the world- famous museums to recreate some of their most powerful artworks as part of a new Museum Journey series. Rijksmuseum in Amsterdam (2018) and Thyssen-Bornemisza Museum in Madrid (2018) were the first venues to open their doors to Swatch, swiftly followed by the Musée du Louvre in Paris (2019), MoMA in New York (2021), and Centre Pompidou in Paris (2022).

about Swatch

Positive provocation and joie de vivre made in Switzerland: since its founding in 1983, Swatch has shaken up the watch industry. Thanks to its striking designs which always reflect the zeitgeist, Swatch remains one of the leading watch manufacturers and the most sought-after brands in the world – and has always stayed true to itself. The company surprises again and again, whether it be with regularly released new models or special collections. The revolutionary way in which Swatch thinks and acts has always been evident with its early involvement in action sports, such as BMX, longboarding and surfing. The Swatch Art Peace Hotel in Shanghai embodies the brand’s love of art and brings together artists from around the world.