Swatch launches an exclusive special edition of watches for MoMA
Swatch in collaboration with MoMA – Museum of Modern Art in New York, launches a special edition of watches that is part of its Museum Journey series.
The collection features six exclusive creations inspired by the works of art in the MoMA collection, including Vincent van Gogh’s The Starry Night (1889), Gustav Klimt’s Hope, II (1907-1908), Henri Rousseau’s The Dream (1910), 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.
Watches can be purchased individually or in a joint collector’s edition, which is offered in a special collector’s edition box, inspired by the famous Blade Stair, one of MoMA’s most prominent architectural features.
The new models will be available from tomorrow, March 4, 2021, at Swatch physical stores worldwide and at their online store, as well as at the MoMA Design Store and the MoMA online store.
Swatch also collaborated with the Brazilian artist Beatriz Milhazes to include three of her works that are part of the MoMA collection – Suculentas Beringelas (Succulent Eggplants) (1996), O Espelho (The Mirror) (2000), and Meu Bem (My Good) (2008) – on the Swatch X You platform. This platform allows Swatch customers to create their own customized watch style on swatch.com. In addition, a limited edition of watches for each design of each work by Beatriz Milhazes will also be available at MoMA Design Stores in New York.
MoMA has three Swatch watches in its permanent collection: the GB100 (1983), the GK100 Jelly Fish (1985), and the SFK100 Jelly Skin (1998). Swatch watches were 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, more recently, Items: Is Fashion Modern? (2017-2018).