Swatch
Watch design and creative direction for legendary Swiss watchmaker Swatch. Collaborations included Nick Knight, Annie Leibovitz, Spike Lee, Peter Gabriel, Tyra Banks, and Daniel Weil.
Swatch occupies a rare position in design culture: simultaneously democratic and collectible, disposable and beloved, mass-market and artist-made. The creative direction work drew on that tension, inviting collaborators whose work had nothing obvious to do with watches and finding in each collaboration something that only Swatch could do.
“In the fall of 1996, I stood outside 610 Broadway and smoked a cigarette with David Bowie. He was recording the Earthling album; I was a creative director at Swatch just about a year out of school. A week later, Bowie looked through the drawer of my watch prototypes and we designed this watch together.” – Marc Hohmann
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