Yes, art is for everyone.
This is what Keith Haring, the legendary New York street artist, painter, sculptor and designer, believed intimately.
“With his provocative and revolutionary graffiti works, he believed in art accessible to all.
You could admire his drawings everywhere in the streets and subway stations of New York ”,
recalls Bernardo Tribolet, vice-president of marketing at Swatch.
This democratic vision aimed at bringing art out of museums, picture frames and picture rails so that everyone can enjoy it, is also what Swatch, the Swiss brand of plastic watches at reasonable prices, wanted to do from the middle. from the 1980s. How?
By inventing the very concept of collaboration between a brand and a renowned artist, starting with Kiki Picasso in 1985, through a limited edition of 140 copies, unveiled at the Center Georges-Pompidou in Paris.
“It was a real success!
If, since, artists of all stripes and of the whole world have
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