Some collaborations don’t come as a surprise: they feel more like the natural outcome of a story that has been quietly unfolding for years. That’s the case with Swatch × Guggenheim, and especially with its dialogue with the Peggy Guggenheim Collection, which now takes shape as a collection capable of holding together art, time and accessibility. Swatch has been engaging with contemporary art for decades, supporting museums, artists and institutions with an approach that is never reverential, always curious. The Peggy Guggenheim, for its part, has long been a place of passage — where gazes meet, and masterpieces stop being untouchable to become alive again.

The collaboration starts precisely here: from the idea that art can leave the museum without losing its power, transforming into an everyday object, something to be worn. Through the Art Journey initiative, iconic works from the Guggenheim museums in Venice and New York are reinterpreted on Swatch watches, becoming narrative surfaces, fragments of imagination that mark the passing of time. As Karole P. B. Vail, Director of the Peggy Guggenheim Collection, points out, it’s a way to broaden art’s audience, making it less distant and more permeable. After all, Peggy would have approved: art as a living experience, never confined, always in motion.

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