Embracing the work of a new generation of artists inspired by one magical moment
This fall, we’ve been providing the time, space and freedom for people to express themselves with the Swatch BREAK FREE Collection.
While the first models included the groundbreaking work of Keith Haring, for the final four models in the collection, we offered our watches as a blank canvas to a new generation of artists whose work is diverse in style, medium and attitude.
The brief? Based on what you know of the Swatch World Breakdance Championship from the Roxy in NYC in 1984, create an artwork for a Swatch model of your choice. As we imagined, each artist was inspired by something different, and each took a different approach to the opportunity. These are the stories behind the watches created by Grotesk, Simple Bao, Thandiwe Muriu and Hattie Stewart for the Swatch BREAK FREE Collection.
FREEZE TIME
Meet Grotesk–real name Kimou Meyer–from Switzerland but living and working in the US. His inspiration came from the breakers at the 1984 event, and, in his design, he recreates the twelve basic moves on his 41 mm NEW GENT BIOSOURCED model. The name FREEZE TIME comes from a breaker holding a move and it’s this we see on the dial. The strap features similar characters recreating the other moves. The black and white color scheme contrasts sharply with the colorful hands which were inspired by the original poster created by Keith Haring for the Swatch World Breakdance Championship.
B-BOT
Bao Ho chose the classic, 34 mm GENT BIOSOURCED model to decorate with her intricate and expressive B-Bot character. Beat boxes meet birds in the colorful design that also features a day-date indicator which serves as a ‘life force/battery energy’ visual element. Sound boxes, dancers, birds and B-Bots capture the sports, art and music from the original event in simple and stunning style.
UNITY ALWAYS
For artist Thandiwe Muriu, the inspiration for her work was unity. The blend of three elements of sports, art and music, coming together and the magical moment of street culture that brings people together recalled a saying. “Where there is unity there is always victory” is printed on the dial. The photograph of joined hands against the background of a print style inspired by traditional fabrics of Thandiwe’s creation brings color and movement to her unique work which features on a 41 mm NEW GENT BIOSOURCED model.
HATTIE'S HEART
British ‘doodler’ Hattie Stewart is an artist with a love of hearts. Her BIG BOLD BIOSOURCED design was inspired by the love that she saw for breaking, art, music, and a shared moment from the original event. With her signature heart on the dial of this 47 mm model, the large ‘canvas’ gave her the opportunity to explore more and bring the story to life in red and black. The hands have the words ‘Love Endures’ on them, bringing home the powerful message that she felt from the event.
These four artist edition watches bring the work of a new generation of artists to a new generation of art lovers. Closing the circle and bringing the inspiration of the original event to the twenty-first century, these are the Swiss-made, water-resistant timepieces that complete the Swatch BREAK FREE Collection and tell a story that only Swatch can tell.
Just as the artists have broken free and let their inspiration run wild, the collection invites you to express yourself freely with your chosen model and show what time means to you. BREAK FREE!
FREEZE TIME, B-BOT, UNITY ALWAYS and HATTIE'S HEART are available in Swatch stores worldwide and online from swatch.com from November 12.
