SJX Watches
Swatch and MoMa Debut Special Edition Collection
Translating works of art into eminently affordable and wearable timepieces has long been a Swatch speciality, since the brand’s founding in fact. More recently, Swatch worked with the Keith Haring Foundation on a Mickey Mouse-themed collection. And its latest venture is a tie up with the Museum of Modern Art (MoMA). Swatch X MoMA is a collection of nine watches, each featuring paintings from the collection of the New York institution. Six watches will be available globally, either singly or as a limited-edition set, with the balance being customisable via the Swatch X You platform. The carefully curated selection of artwork spans the 20th century – save for Van Gogh’s The Starry Night of 1889 – creating a line up of watches that are each vastly distinct in style, and also in size, making each model unique. From left: The Dream; The Starry Night; The City and Design, The Wonders of Life on Earth, Isamu Kurita; New York; Composition in Oval with Color Planes 1; and Hope, II Initial thoughts Swatch x MoMa was launched virtually by a team drawn from both the watchmaker and museum – their passion and knowledge as they related the stories behind the project amazed me. Despite being extremely affordable watches, it is clear that a tremendous amount of passion and collaboration went into the development of the watches. And the result is rightly compelling. The entire watch, and not merely the dial, is the canvas, creating a flow of colour from end to end. But the pa...
