Swatch has long been a pioneer in the watch industry, known for combining art, culture and innovation. Its latest collection, Swatch BREAK FREE, pays tribute to groundbreaking street artist Keith Haring and celebrates his lasting influence on contemporary art and fashion.
In 1984, Swatch made history by hosting the World Breakdance Championships in New York City, a landmark event that fused sport, music and art – a true reflection of Swatch’s creative spirit. The championship was promoted with a poster designed by Keith Haring himself, capturing the essence of the vibrant street culture of the time. Haring’s enthusiasm for the event was profound; he served as a judge, further cementing the collaboration between the artist and the brand.
Swatch BREAK FREE revisits this iconic moment, bringing together past and present. The watches feature square BIOCERAMIC cases and dials that serve as the perfect canvas for Haring’s distinctive designs. Modern materials ensure that these Swiss-made, water-resistant timepieces are not only visually striking, but also comfortable to wear. Each piece is vibrant and eye-catching, embodying the synergy of art and functionality.
An exceptional piece in the collection is the FROM THE ARCHIVE model, which brings to life an original sketch given to Swatch by Keith Haring. This work of art, previously kept in the Swatch archives, adorns the dial of a 41 mm NEW GENT BIOSOURCED model. The design features Haring’s signature hand-drawn figures and notes, providing a unique link to the artist’s creative process. The transparent silicone strap adds to the watch’s appeal, offering both style and comfort.
Keith Haring once said, “That’s the kind of art that interests me the most, and it always has; invention and a kind of, not an endowment, but an embodiment of a fundamentally human spirit in an object.” This philosophy resonates deeply with the Swatch BREAK FREE collection, which embodies the fusion of human expression and functional design.
The fusion of Swatch and Haring’s creative energies in the 1980s was more than a collaboration; it was a meeting of minds that shared a vision of accessibility and breaking boundaries. Haring’s work was rooted in bringing art to the masses, often bringing his bold lines and vibrant figures to the subways and streets of New York City. Similarly, Swatch revolutionized the watch industry by offering Swiss-made quality at an affordable price, democratizing timekeeping for a broader audience.
The Swatch BREAK FREE collection captures this spirit of liberation and expression. Each timepiece serves as a wearable work of art, inviting individuals to embrace their uniqueness. The square cases are a nod to the unconventional, breaking away from traditional round watch designs. The use of BIOCERAMIC material reflects Swatch’s commitment to innovation, offering durability and comfort without compromising aesthetics.
The FROM THE ARCHIVE model is particularly noteworthy. It is rare for a brand to possess an original work of art by an artist of Haring’s stature, let alone to incorporate it into a publicly accessible product. This watch is not only a tribute to Haring’s artistic genius, but also a statement about Swatch’s role in preserving and promoting art history.
Subtle details add to the appeal of the collection. The watches feature a hidden design element on the battery cover – a replica of Keith Haring’s hand-drawn Swatch logo from the original 1984 poster. This nuanced touch adds depth to the narrative of the watch, tangibly linking past and present.
SwatchPAY! technology brings the collection into the modern age. The integration of contactless payment functionality into the watch meets the demands of today’s lifestyle, allowing the wearer to engage with the world unencumbered. It reinforces the theme of breaking free from constraints, both physically and metaphorically.
Alain Villard, CEO of Swatch, underlines the brand’s commitment to creativity and individuality: “At Swatch, we’ve always been about doing things differently. The Swatch BREAK FREE collection captures this daring spirit perfectly. It invites everyone to express themselves freely and ask the ultimate question, ‘WHAT IF…I BREAK FREE?’“
The Swatch BREAK FREE collection is now available in Swatch stores worldwide and online at swatch.com, and the FROM THE ARCHIVE models will be available from October 17th.
