The next article was produced in partnership with Swatch.
Contemplate the inherent qualities that make Swatch so iconic: daring, provocative, groundbreaking and endlessly inventive. Sound acquainted?
Since 1983, Swatch has dared to stand out from the gang with progressive and joyful timepieces that challenged the established order, demanding that the world’s watch lovers sit up and take discover.
The identical could possibly be mentioned for breakdancing. Now, I’m not speaking about Australia’s viral Raygun second throughout this yr’s Paris 2024. The origins of the motion itself run deep, rooted inside the crosssection of tradition present in New York within the Nineteen Eighties.
Neighbourhoods just like the East Village have been alive with the sights and sounds of right now’s rising subcultures. For those who took a stroll across the Bronx, you’ll have seen the rise of the period’s inventive expression: enormous murals and avenue artwork adorning the partitions, hip-hop DJs spinning vinyl and looping breaks on the turntables, and breakdancers taking to the pavement.
Each Swatch and breakdancing burst onto the scene in an period of inventive rebel; a type of collective expression that broke away from conference. Swatch’s timepieces, with their daring designs, playful colors and new supplies, disrupted the traditions of watchmaking, embracing individuality in a method that few manufacturers would ever contemplate on the time.
Swatch watches turned a press release piece for the youth tradition of the Nineteen Eighties; a mirrored image of the audacity to be completely different, mirroring the colourful, kinetic power of breakdancing like nothing else in the marketplace. And so, on 20 September 1984, Swatch hosted the first-ever World Breakdance Championship in New York Metropolis. 40 years on, the watch group’s ‘Swatchtitude’ continues to BREAK FREE.
With the primary merchandise launched on 3 October, Swatch’s newest BREAK FREE assortment takes its inspiration from the primary occasion in 1984, utilising the distinctive skills of considered one of America’s most recognisable artists to present the model’s newest fashions a recent twist.
Keith Haring’s signature fashion has outlined an period of daring, graphic avenue artwork, not solely within the U.S. however throughout the globe. His work, recognized for its vibrant traces and social commentary, was a pure match for each Swatch and the enduring breakdancing scene – a assured partnership that represents freedom, motion, and rebel towards conference.
“That’s what sort of artwork pursuits me essentially the most and all the time has; invention and a few type of, not endowing however, embodying some type of mainly human spirit into an object. Whether or not it’s on a canvas, or on an object, or a carved piece of wooden or no matter this factor is, it’s this transformation of those uncooked supplies by a human spirit or a human thought.”
Keith Haring
With three watches within the first wave – BREAK TIME, BREAKS OFF and BREAK LOOSE – Swatch has delivered three distinct designs while sustaining the model’s Swiss-made DNA. The BREAKS OFF and BREAK LOOSE items function two modern reworks of the unique World Breakdance Championship poster in each monochrome and Swatch’s inherently daring colourway.
The BREAK TIME boasts the design from the 1984 winner’s Swatch, first created by the Swiss duo Schmid and Muller. Utilising Haring’s peerless palate of inventive expression, BREAK TIME is a real collector’s merchandise and a trademark of this new assortment.
Swatch BREAK FREE assortment is offered throughout shops in Collins Avenue, Pitt Avenue, Bondi Junction, Queen Avenue, Chermside and Murray Avenue and on-line.
