The Swatch Group Ltd Unesite
osećaj, ne
jedna galerija.
Izaberite raspoloženje i sama prostorija vam odgovara — svetlost postaje hladnija ili toplija, ritam vazduha se menja, a iz tame iskaču samo ona dela koja nose taj osećaj. Sve ostalo povlači se u senku.
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…
