Living in the capital, we have access to some of the world’s finest cultural offerings. From world-renowned art to cutting-edge fashion, London is where it’s at! But it’s when those worlds collide that truly extraordinary experiences are created. As part of The Swatch Art Journey 2024, Swiss watchmaker Swatch has partnered with the world-famous Tate to create the Swatch x Tate Collection, taking visitors on a journey through time, genre and self-expression.
In addition to this iconic collection, Swatch is launching today a free, immersive exhibition at 180 The Strand from March 21-23. This will be made up of seven extraordinary gardens where each artwork will be reinvented and the watches will be unveiled. Expect sculptures, music, projections and real life performance – a real feast for the senses!
Wear Iconic artworks the Swatch x Tate Collection.
The collection consists of seven iconic artworks from world famous artists such as Matisse, Bourgeois and Chagall, to name a few – all of which will be available to view at Tate Galleries and purchase online and in stores. You can already buy the first four, from Turner, Chagall, Joan Miro and Leger, with the remaining three, from Matisse, Barns-Graham and Louise Bourgeois (available as a Swatch Pay) to be released on April 4. And we’ve heard there’ll be some special playful features on some of the designs!
Swatch has been well-established in the world of art for years, having worked with emerging and distinguished artists such as Keith Haring, Yoko Ono and Annie Leibovitz, as well as designers such Vivienne Westwood. Not to mention, collaborating with an impressive array of celebrated museums and art institutions! Swatch and Tate are united in their mission to make great art more accessible to everyone, so this collab is a perfect fit – and we have no doubt that The Swatch x Tate Collection will be truly remarkable.
To push the Art Journey experience even further, Swatch is sponsoring the Tate Modern Lates for a year. On the last Friday of each month you can enjoy a free night out at the museum with a DJ set, delicious food and drink, and special talks and workshops. Plus you don’t even need to book, you can simply turn up. Find out what’s coming up next on March 28.
Throughout phase one of the Swatch x Tate Collection you can admire Turner’s Scarlet Sunset, Chagall’s Blue Circus, Miro’s Women & Bird in the Moonlight, and Leger’s Two Women Holding Flowers.
Matisse’s Snail, Barns Graham’s Orange and Red on Pink and Bourgeois’s Spirals will be added in phase two!
As part of this partnership, Swatch will also be sponsoring a series of Tate Modern Lates with fun, free activations and activities from 6pm-10pm on the last Friday of every month until November.