In one of the most challenging times for museums and galleries around the world, Swatch and MoMA New York have signed a collaboration that will allow some of the museum’s most famous works to be worn on the wrist.
Swatch x MoMA is a brand new collection of six watches inspired by six masterpieces that will arrive on 4 March. The strong, bold brushstrokes of Van Gogh’s The Starry Night, the exotic atmosphere of Henri Rousseau’s The Dream, the lines and colours of Piet Mondrian’s Composition in Oval with Color Planes 1, the graphics of Tadanori Yokoo’s The City and Design, The Wonders of Life on Earth, Isamu Kurita and his New York, and finally the shining gold of Gustav Klimt’s Hope II.
To celebrate art at 360°, the Swtch x MoMA watches can be purchased individually or in a package that celebrates the famous New York museum, now a veritable institution, by echoing the design of its famous Blade Stair.
But that’s not all! Swatch has worked directly with Beatriz Milhazes, a renowned Brazilian artist, and has placed three of her works in the MoMA collection on the Swatch X You platform.
Thanks to this platform, anyone can create their own watch using the decorative motifs Suculentas Beringelas (Succulent Eggplants), O Espelho (The Mirror), or Meu Bem.
On the occasion of the release of Swatch x MoMA, we were lucky enough to ask Beatriz Milhazes a few questions. Don’t miss our interview below!
How has it been to see three of your works become the decorative motif of Swatch watches? Could you ever have imagined it?
Well, I understand it in a different way. What is interesting about this project is the fact that my artwork selected from the MoMA collection was made to be seen in person, like the painting called “Succulent Eggplant”. For this project, it became a digital image and every person will be able to choose the composition and customize their Swatch. It will become something physical again, the watch that people will be able to wear and enjoy.
Thanks to this collaboration with Swatch, we have the opportunity to wear one of your artworks and that’s great. But if you had to choose a work of art to turn into an accessory, which one would you choose?
Thank you for your interest in exchanging ideas. I could not be happier with the Museum selection from their collection. To be part of this project with MoMA and Swatch is a pleasure.
Your works are exhibited in some of the most prestigious museums in the world. When you started did you expect the success you have achieved?
Not really. My focus was and continues to be on the work and my relationship with my studio practice. It is great to have success but I don’t believe in it. I believe in my work.
You don’t set any limits for yourself when creating your works and you use different materials and medias. Is there one in particular that changed your life when you started using it? that left you amazed?
Painting is the root of my work. A very important moment for my studio practice was when I discovered in 1989 the technique called recently “Monotransfer”.
This technical openness made it possible for my language in painting to happen and all the other mediums to follow and dialogue with it.
Which advice would you give to young aspiring artists of today?
Things have their time to happen. You just need to focus on what you are doing, and do it!
Swatch x MoMA will be available from 4 March in Swatch shops worldwide, at swatch.com, at global MoMA Design Stores and at store.moma.org.