On 20th March 1985, Swatch released their first collaborative project during the 'Copy Art' exhibition in Paris - the Kiki Picasso Swatch. Bearing the reference number GZ008, this 140-piece edition is likely the most expensive collector's watch in the history of the brand; fetching about $45,000 at Sotheby's in Milan - twice its sale value and nearly $110,000 in today's money.
The collaboration was a resounding success. It was timed perfectly both from a business and contemporary art point of view; catapulting the parallel hype of the mid-80s Pop Swatch models and the artist's sweeping fame within the avantgarde art movement. In just a year, Swatch would join hands with contemporary artist, Keith Haring, to produce four new collaborative models - a feat that would be replicated as recently as 2021. While there have been dozens of collaborations with brands, designers, artists and the like across these four-odd decades, the focus has certainly drawn away from giving artists a wrist (and accompanying price point) to showcase their work. Instead, Swatch has gone big and bold on the world of horology itself, diving deeper into the culture, ethos, and even the whimsy associated with all things watches.
Talk about Swatch collabs today, and you'll likely spark conversations about two specific collections the Swatch x OMEGA MoonSwatch and the recent Blancpain X Swatch Scuba Fifty Fathoms. Both have been at the forefront of horologychatter across the last several months, and have disrupted everything from watchmaking forums to Google search results. A quick Google Trends search reveals that online interest in Blancpain one of watchmaking's most iconic legacy brands - has soared to almost 10x its peak in the 2010s, following the Scuba Fifty's launch early this September.
Esta historia es de la edición November 2023 de Man's World.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición November 2023 de Man's World.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
Rekha At 70 The Enduring Mystique
More than a generation after she was last seen on screen, the mystique that she successfully wrapped herself in continues to serve her well in the public imagination. Her fleeting public appearances in dazzling silk sarees and makeup continue to beguile the camera in the same manner it did at the peak of her career
iPhone Fatigue
Do we really need an annual Apple flagship release?
Men's Guide To Combat Premature Hair Loss
Male pattern baldness hit men at an early age, at times in late 30s and early 40s. We asked the experts the reason behind it, treatments that can help, and factors to take care of
SMRITI MANDHANA MAKES CRICKET LOOK EASY
In conversation with Man's World for Hyundai Drive Within campaign, the stylish Indian batter talks about her craft, evolution, and her thoughts on women's cricket
Pritam Hitting The High Note
A National Award for Brahmastra: Part One Shiva this year and songs that continue to clock millions of streams, Pritam Chakraborty proves why he's one of the most acclaimed Hindi Film music directors of our time
JEMIMAH RODRIGUES IS HAVING THE TIME OF HER LIFE
In conversation with Man's World as a part of Hyundai Drive Within campaign, Jemimah Rodrigues take us through the drive within her that inspires her to be the best in her business.
SHAFALI VERMA IN A LEAGUE OF HER OWN
In conversation with Man's World India as a part of the Hyundai Drive Within campaign, Shafali Verma opens up about her historic double century, her fearless brand of cricket, and more
Hands Onl Seiko Prospex 1965 Heritage Diver's Watch SPB455 100th Anniversary Edition
Seiko's 100th anniversary of the first watch to bear its name brought an exciting addition to its famed Prospex collection; a timepiece that pays homage to the brand's iconic history while embracing modern ideas of versatile wearability
WATCHES ON THE WILD SIDE ATYPICAL CASE DESIGNS
Horology isn't just about precision. It's also about understanding the rules of perception-and sometimes, taking a sledgehammer to them
Denim The Timeless Trendsetter
Crystal Henricksen, Head of Denim Design at GAP, shares with us what makes the fabric simple, versatile, and timeless