Swatch, the open-air exhibition for 35 years

The company celebrates its 35th anniversary with a retrospective that involves all via Montenapoleone.

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Thirty-five years ago Swatch revolutionized the idea of a watch by turning it into a colorful and fun object. A catalyst of creativity that is able to go further and further, so much so that it becomes a very close link with art. From Keith Haring to Vivienne Westwood there are many different fields and the creators who have signed their personal interpretation of this wristwatch icon. It is therefore not surprising that the bond with art is at the center of the celebrations of the 35 years of the brand.

“Time to Art” is the name of the retrospective opened yesterday and scheduled in Milan, in via Montenapoleone, until April 13th. A walk through the most important stages of the relationship between Swatch and art with two special stops: the works of two artists, former residents of the Swatch Art Peace Hotel in Shanghai. To be precise, an installation by Stefano Ogliari Badessi and the temporary photographic studio by the Spanish artist Xepo W.

S., which will allow anyone to participate in the Faces of Milan project. In addition, in the courtyard of the Montenapoleone Vip Lounge, next to number 25 of the Swatch Flagship Store, will be exposed 24 maxi Swatch created by young designers of the IED in Milan and a maxi white Swatch that visitors can customize.

And for those wishing to bring home a small work of art, for sale in the Montenapoleone store the model designed by Ugo Nespolo to celebrate 35 years (available in a limited edition of 3,535 pieces worldwide) and some other famous Swatch models made by artists like Alessandro Mendini, Jain and Paola Navone (still available in very few pieces), as well as a special Swatch X You set dedicated to the city of Milan (sold exclusively there in 100 limited pieces).


























































































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