Swatch Art
Swatch x MoMA watches
In 2021 Swatch turned six works from the Museum of Modern Art in New York into watches, from Van Gogh's The Starry Night to posters by Tadanori Yokoo. Here is how to identify them and what matters for value.
- Year
- 2021
- Artist
- Van Gogh, Klimt, Rousseau, Mondrian, Tadanori Yokoo (MoMA collection)
- Brand
- Swatch
- Edition size
- not stated (regular release)
Swatch x MoMA at a glance
The Swatch x MoMA collection went on sale on March 4, 2021. It was part of Swatch's Museum Journey series, in which museums let Swatch use works from their collections. Six watches show six artworks from the Museum of Modern Art (MoMA) in New York.
The collaboration
MoMA and Swatch have a long link. Three Swatch watches are in MoMA's permanent design collection: the GB100 (1983), the GK100 Jelly Fish (1985) and the SFK100 Jelly Skin (1998). For the 2021 collection the museum chose works spanning almost 100 years:
- The Starry Night (1889), Vincent van Gogh
- Hope, II (1907-08), Gustav Klimt
- The Dream (1910), Henri Rousseau
- Composition in Oval with Color Planes 1 (1914), Piet Mondrian
- The City and Design, The Wonders of Life on Earth, Isamu Kurita (1966), Tadanori Yokoo
- New York (1968), Tadanori Yokoo
Design and details
Each watch carries its artwork on the dial and strap. The Rousseau, Van Gogh and Yokoo 1966 models have a 41 mm case. The Klimt, Mondrian and Yokoo New York models are 34 mm. All six were also sold together as a collector's set in a box inspired by MoMA's Blade Stair, with a text about each artwork and artist.
Edition size and release
No edition size was announced for the six watches. Single watches cost USD 92 to 115 and the six-watch set USD 810. They were sold in Swatch stores, on swatch.com, in MoMA Design Stores and on store.moma.org. At the same time, three works by Beatriz Milhazes from the MoMA collection were added to Swatch's custom design platform, with a small run of ready-made designs at MoMA Design Stores in New York. In 2023 a further MoMA watch after Roy Lichtenstein followed in the Swatch Art Journey collection.
Swatch x MoMA on the secondary market
Single watches are mainly bought by art and Swatch fans. The complete set in its Blade Stair box is the most interesting piece for collectors, especially when all six watches are unworn and the booklet is present. Faded straps, missing boxes or a split set reduce appeal.
How to check a Swatch x MoMA
- Compare the dial and strap print with the original painting. Genuine prints are sharp and correctly colored.
- Check the case size (41 mm or 34 mm) against the model.
- Look for MoMA branding on the packaging and the set box.
Our guide on how to spot a fake watch covers general warning signs.
What is your Swatch x MoMA worth?
Send us photos of the watch, the box and any papers for a free watch value estimate. If you need a formal document, order a written appraisal.
Frequently asked questions
How many watches are in the Swatch x MoMA collection?
Six, each based on a different artwork from MoMA's collection. They were sold one by one and as a boxed set.
Which Swatch watches are in MoMA's collection?
MoMA owns the GB100 (1983), the GK100 Jelly Fish (1985) and the SFK100 Jelly Skin (1998).
Is the complete set worth more?
Collectors usually prefer the complete set in its original box, as it is harder to find than single watches.
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