Keith Haring
Swatch special editions
by Keith Haring
Swatch Mag
Kiki by Tony Viramontes
Free Magazine
"It is essential to capture the image,
not a detail, not a garment
or an expression, but an impression."
Tony Viramontes, 1956-1988
Swatch Press Kit
Kiki Picasso
Picasso’s Kiki kicked off
the story of Swatch
and Art with a
140-piece edition,
each with different colours.
Swatch Press Kit
Different Materials
Artistic Concept Suports
Establishment Concept of Limited Art Swatch
The first artist to collaborate with Swatch was Kiki Picasso
Right from the start, Swatch connected with art. Like the pop art first seen in the 1960s, Swatch watches were inspired by popular culture, and Swatch itself soon became a canvas for world famous artists—painters, sculptors, musicians, filmmakers. It isn’t the medium that counts, it’s the act of making something different, the creative impulse and its expression. The first artist to collaborate with Swatch was Kiki Picasso in 1984, less than a year after the first Swatch watches made their appearance. American painter Keith Haring created a number of prototypes in the mid-1980s, and four Swatch watches with Haring’s designs were produced and launched in the United States, among them Milles Pattes (1986). The relationship between Swatch and art has since produced a fascinating series of creative collaborations between Swatch and artists from a broad range of disciplines.
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