![]() On the longer part of the strap, it says it’s not a pipe (because it isn’t), and on the shorter part of the strap, it says it is a Swatch, which it actually is. Swatch has played along nicely with Magritte’s rules and printed the pipe very prominently on the cream-colored dial. After all, a painting, of course, is simply a representation of a pipe. But Magritte also wrote underneath, “Ceci n’est pas une pipe” (This is not a pipe). When you look at that painting, all you see is a pipe. The first painting that Swatch took inspiration from is Magritte’s La Trahison des images ( The Treachery of Images). ![]() Magritte was famous for using ordinary objects in an unusual context, and he constantly wanted to make people question the world around them. It’s a great moment indeed to honor the Belgian surrealist with two Swatches that take inspiration from two of his most famous paintings. This year is not only an important one for Swatch, but it also marks the 125th anniversary of René Magritte’s birth. For now, let’s take a look at the watches that Swatch presented last week. We suspect that the fifth one has something to do with New York City, but stay tuned to Fratello to find out more about it later on in May. Four of those were presented last week, and in May, the final one will also be unveiled. This year’s Swatch Art Journey Collection consists of five capsule collections. And through the years, world-renowned museums like the Museum of Modern Art in New York and the Rijksmuseum in Amsterdam have also joined forces with Swatch to create some very unique-looking watches. It all started with famous artists like Kiki Picasso in 1985 and Keith Haring in 1986. In it, you’ll also see that in those 40 years, collaborations with both artists and museums have been an integral part of the Swatch DNA. Make sure to check out Jorg’s overview of all that has happened since 1983. This year is a big one for Swatch because the company is celebrating its 40th anniversary in 2023. Let’s take a good look at both of them and the rest of the Swatch Art Journey Collection that was also presented there in Lisbon. And apparently, he thought it was a great idea because last week, Swatch unveiled not one but two watches inspired by Magritte. That’s the team responsible for all collaborations between Swatch and prominent artists and museums all over the world. There, it reached the office of Carlo Giordanetti, who’s the CEO of the Swatch Art Peace Hotel. ![]() Gregory’s idea was passed on to the Swatch headquarters in Biel, Switzerland. So Berkowitsch walked over to the Swatch shop, which is right around the corner from their store, to see whether Swatch was willing to collaborate with them on a Magritte watch. But watches were not yet part of their inventory. And along with producing a lot of merchandise based on the art of the Belgian surrealist artist, they also opened a Magritte shop right on the Grand Place in Brussels. He and his wife Jen Itzkowitch had co-founded a company called Magritte Editions. That’s when Gregory Berkowitsch walked into the Swatch shop in Brussels with an idea. This art journey begins exactly one year ago. ![]()
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