ART FOR ALL

Swatch champions the ‘art on the wrist’ mantra on a scale that haughty luxury marques can only envy

Alvin Wong

Fancy owning a Van Gogh? Or perhaps something more contemporary from Keith Haring and Damien Hirst? Well, of course, you can. Thanks to Swatch, not only are the works by these famous artists far less fiscally prohibitive for everyone, they are also, by nature, gratifyingly portable, allowing you to share your tastes and interest in art everywhere you go. The notion of watches as works of art, while ingrained in horological psyche, has always been associated with luxury watchmaking. Lofty marques are quick to extol their watches’ mechanical and decorative beauty, inviting us to ruminate over them, as we would a painting or sculpture. Unfortunately for most, these wrist-bound works of art are often just as expensive and out-of-reach as those hanging on the walls of art galleries and museums. And…

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CROWN (Digital) - 1 Issue, Issue 1 2021

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