The Swatch Group Ltd 心地よい空間へ
感性、 ではない
ギャラリーへ
ムードを選ぶだけで、空間がそれに応えます。光は冷たさや温もりを帯び、空気の流れが変わり、その感情を宿した作品だけが暗闇の中から浮かび上がります。それ以外のすべては、影の中へと退いていくのです。
The Swatch Group Ltd
The Unlikely Canvas: The Swatch Group and the Democratization of Art The story of The Swatch Group Ltd is, at first glance, a tale of horological innovation – a Swiss watchmaking giant revitalizing an industry. However, to view them solely through this lens overlooks a fascinating, often-underappreciated chapter in art history: their deliberate and highly successful foray into the world of collectible art as a vehicle for cultural enga
gement. Founded in 1983 from the merger of Ernst Thomke Industrie (ETI) and Société Suisse pour l'Exploitation de Brevets Horlogers (SSB), Swatch quickly became synonymous with affordable, fashionable timepieces. But this success wasn’t merely about telling time; it was about understanding a shifting cultural landscape and recognizing the desire for self-expression through accessible design. This realization paved the way for their amb…
