From our collection to yours, Swatch X MoMA
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).
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