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Swatch and MoMA Team Up To Revolutionize Wearable Art

A Swiss watchmaker teams up with the Museum of Modern Art in New York (MoMA) to transform wearable art and take it to the top by recreating six masterpieces in the shape of a watch.

The Swatch x MoMA Museum Journey series includes exemplars inspired by Vincent van Gogh’s Starry Night, Gustav Klimt’s Hope II, Piet Mondrian’s Composition in Oval with Color Planes 1, Tadanori Yokoo’s The City and Design, Henri Rousseau’s The Dream, The Wonders of Life on Earth, Isamu Kurita, and Tadanori Yokoo’s New York.

Fans of art and first-class accessories can purchase each watch as an individual piece or as part of a collector’s set.

  1. The latter option comes in a special Blade Stair-inspired box, in reference to the prominent architecture at MoMA. Besides, Swatch also brings a collaboration with artist Beatriz Milhazes, who promises to offer three of her works from the MoMa collection.

Those are Suculentas Beringelas (Succulent Eggplants), O Espelho (The Mirror), and Meu Bem.

Milhazes’ three works are featured on Swatch x You, a platform on swatch.com specially developed for customers to create their own personalized watch with the features and art of their preferred style.

Museum Series watches are available at prices starting at B2,650.

For more luxurious buyers, Rousseau, Mukura and van Gogh watches are on sale for a maximum price of B3,300. Those interested can find the Swatch x MoMA Museum Journey and Swatch x You collections at swatch.com and authorized stores nationwide.

They can also experience them in a mini-MoMA installation at CentralWorld.