At first glance, it might not seem the most obvious coupling to an outsider, but scratch the surface and it is not hard to see why the worlds of art and watch-making make ideal companions. The converging of art and horology is by no means a new phenomenon, but it seems that an increasing number of watch manufacturers are adopting this trend.
Art and Watch Worlds Collide
Back as far as 1984, Swatch began collaborating with artists, and its Haring series of watches from that era soon became as collectable as any other piece of artwork. The Swatch brand has also worked with artists such as Alfred Hofkunst, Mimmo Paladino, Renzo Piano and Jean-Michel Folon over the years.
Increasingly, watch manufacturers are sponsoring art events and cultural institutions. Audemars Piguet became the sponsor of one of the world's top art fairs, Art Basel. Breguet recently gave the Louvre a large donation, whilst Montblanc has been recognised for its patronage of the arts.
Watch manufacturers have also been working with art to help break new markets, with Swiss watchmaker Vacheron Constantin, for example, promoting art in countries such as Saudi Arabia.
Top-name horology brands have even colluded with the art world to promote the work of fledgling artists, such as Rolex's mentoring scheme to help upcoming artists make a name for themselves.
Why Art and Watch-Making Work Well Together
It is no coincidence that art and horology have crossed paths and formed a union. One of the unique features of art is that its language is universal, and this global visual appeal works well when complemented with timepieces. This fusion allows watchmakers to immerse themselves in their passion for culture, creativity and the arts.
By working with art, major watch manufacturers can also help to crack new international markets, especially those which are desirable because of the number of potential customers.
The influence of art in the world of watch-making goes beyond the visual appeal, features and craftwork of the watch itself. As much thought and dedication goes into elements such as the packaging and marketing of the watch, so that attending an exhibition of elite and notable timepieces can be similar to attending an exhibition of limited-edition artworks. Exquisite timepieces have become much more than functional items of jewellery. Today they are regarded as collectible works of art in their own right. The Patek Philippe Museum in Geneva, for instance, resembles an exhibition of creative beauty, as renowned artists have left their marks on the timepieces on display.
The Metiers d'Art
Increasingly, more emphasis is given today on the 'metiers d'art', which relates to the contribution of the various techniques and craft skills employed in the manufacturing process of timepieces. There has been a shift over time in the convergence of the art and horology industries, with art experts seeking to enter the watch industry rather than just the other way around.
Experts with an artistic background are seeking top positions with watchmakers. Audemars Piguet was said to have recently hired a former director from Palais de Tokyo to act as guest curator for its annual Audemars Piguet Art Commission. Nicolas Bos, who runs Van Cleef & Arpels, began his career working for the Fondation Cartier.
What is certain is that watches will continue to be desirable to a much wider audience, and they will have increasing cultural and artistic importance.
