Celebrating 40 Years of Creativity: Swatch Honors Keith Haring with BREAK FREE Collection
As breakdancing emerged from the vibrant streets of the Bronx forty years ago, a partnership between the innovative Swiss watchmaker Swatch and celebrated street artist Keith Haring became a defining moment for both the world of fashion and the burgeoning hip-hop culture. Swatch, a relative newcomer in the watch industry, recognized the raw energy of breakdancing, engaging with the culture in a way that would resonate for decades to come.
An homage to the fusion of art and dance that kickstarted a cultural revolution.
In 1984, Swatch held the first-ever World Breakdance Championship in New York City, a move that showcased not only their watches but also their commitment to the arts and youth culture. The authenticity of the competition was elevated when Keith Haring, whose graffiti art had begun to capture the world’s attention, designed an eye-catching poster that would become iconic in its own right. Haring’s unique blend of playful and social commentary provided a perfect backdrop for Swatch’s mission to liberate expression through creativity.
“How crazy was it in 1984 for the newly launched Swatch to partner with the first World Breakdance Championship?” muses Carlo Giordanetti, creative director at Swatch. “What is great is that the same energy has been transported throughout the years into the Swatch organization.”
This collaboration not only sparked a connection between timepieces and street culture but also ignited a sense of freedom that Swatch has continued to embrace. The vibrant designs and innovative spirit embodied by Haring and Swatch form a foundational narrative for both entities, thriving on self-expression and the unexpected.
A Revitalized Vision: The BREAK FREE Collection
Fast forward to 2024, and Swatch is reigniting the spirit of the ’80s with its new BREAK FREE collection, a tribute to Haring’s influence on the brand. The collection includes three stunning timepieces—BREAKS OFF, BREAK LOOSE, and BREAK TIME—each adorned with Haring’s whimsical figures, embracing a color palette steeped in neon vibrancy. These designs stand as a celebration of both Haring’s legacy and Swatch’s commitment to creativity and innovation.
The new BREAK FREE collection fuses Haring’s artistry with modern watch design.
Giordanetti reflects, “‘Break free’ has always been Swatch’s unspoken motto. This collection echoes our evolution, encouraging both designers and wearers to express themselves.”
The collection is not just a nostalgia trip; it’s a clear nod to the brand’s philosophy—liberating designs that enable personal style. By channeling the essence of street art into wearable pieces, Swatch ensures that each timepiece tells a story of spontaneity and artistic freedom relevant to today’s cultural landscape.
A Lasting Legacy: Embracing Haring’s Artwork
Among the highlights of the BREAK FREE collection is the FROM THE ARCHIVE piece, a watch initially inspired by an original Haring sketch that Swatch preserved since the artist created it in 1986. This model not only showcases Haring’s artwork but does so with respect and authenticity, featuring the original pencil and ink craftsmanship along with Haring’s handwritten notes. Swatch’s meticulous attention to detail and its dedication to honoring creative histories sets this collection apart in the crowded watch market.
Detail of the FROM THE ARCHIVE watch, showcasing Haring’s timeless artwork.
“We always felt a special bond with Keith Haring, his vision brought art to the streets to provoke and inspire, which resonates deeply with Swatch’s ethos,” adds Giordanetti. This partnership has sparked a dialogue between artistry and everyday life, creating watches that are not only functional but also deeply meaningful.
The homage to Haring’s contributions to both art and culture is part of Swatch’s broader mission to champion creativity and innovation in a time of increasing uniformity in design.
Conclusion: A Celebration of Creativity
As we witness the launch of the BREAK FREE collection on October 3, it serves as a powerful reminder of the interconnection between culture, art, and fashion. By celebrating Haring’s revolutionary spirit and Swatch’s place within it, we not only honor a pivotal moment in history but also look toward a future that values personal expression. The watches, available in Swatch stores and online, invite wearers to embrace creativity and individuality.
Celebrating the crossover between fashion and street art.
Through this collection, Swatch underscores its belief in the power of art as a vehicle for change and self-expression. While grounded in nostalgia, the BREAK FREE collection confidently paves the way for a vibrant, visionary future. With prices starting from AUD$175 for the FROM THE ARCHIVE piece and AUD$210 for the other models, these timepieces promise to be more than just accessories; they are statements of style that embody the spirit of freedom and creativity that reigns in both Swatch’s and Haring’s legacy.
