ARTISTIC ASSOCIATION

Breguet participated in the Frieze for the second time, and debuted two new watch models

- RUCKDEE CHOTJINDA

For a brand that frequently refers to historical figures as their earliest clients, Breguet is doing well to acquaint a new generation of buyers with the brand through its sponsorship of Frieze art fairs. This partnership comes naturally, as the Swiss watchmaker has been a patron of arts over its long and illustrious history. It is most appropriate for Breguet to identify a suitable partner, which the Swatch Group-owned brand found in Frieze.

First established in 2003, Frieze in London features work created from 2000 onwards – it has since grown into a globally influential contemporary art fair. Frieze New York followed in 2012, and it was the 2022 edition of that US event, from May 18 to 22, where Breguet made its debut. Late last year, WOW Thailand attended the first edition of Frieze in Asia – Frieze Seoul – at the invitation of Breguet.