In 1984, Swatch hosted the World Breakdancing Championships in New York City. One of the judges was Keith Haring, an artist known for his graffiti art. We created the following artwork for this event.
Swatch and Keith Haring
Haring (1958–1990) was an artist who participated in the New York art scene of the 1980s. He became famous for his bold, colorful street art and iconic motifs such as glowing babies and barking dogs. While living in New York, Haring not only worked with Madonna, but also with other artists such as Jean-Michel Basquiat and Andy Warhol. He also did graffiti on Grace Jones’ body, as featured in her music video for “I’m Not Perfect (But I’m Perfect For You)”. In addition to fun projects like the Swatch World Breakdance Championship, he also created art to spread social and political messages.
Haring’s artwork
One example is his art on the Berlin Wall (1986), which of course disappeared with the fall of Berlin in 1989. But also, his “crack is weird” message was very popular during the drug epidemic in New York City. time. Herring was only 31 years old when he died on February 16, 1990. A few years earlier, in 1986, Haring gifted Swatch with artwork that had never before seen the light of day in its original form. This drawing is kept in the Swatch archives and is currently used to create new watches.
From the archive
The swatch from the archives is a new recreation of the 1986 model Avec Personnage. It is based on the original pencil and ink artwork that Haring gave to Swatch and inspired the colorful 1986 Swatch GZ100.
Today, Swatch presents the original drawings for the From The Archive watch. This 41mm Gent is also available on SwatchPAY! version. Starting October 17th, both From The Archive models will be available for purchase online and in Swatch stores worldwide. The Swatch From The Archive (ref. SO29Z145) costs 110 euros and the SwatchPAY! version (ref. SO29Z146-5300) costs 120 euros. Both models are made with Swatch’s bio-based materials.
World Breakdance Championship ’84
This year also marks the 40th anniversary of the Swatch-sponsored breakdance event (the brand will continue to sponsor it for the next six years). It’s time to celebrate with two new watches depicting the art of Keith Haring and one new watch featuring artwork by Schmidt and Muller. Haring designed several dials for Swatch in 1985. And now his art is brought to even more life in these new What If? A watch and one 41mm Gent watch.
It is interesting to know that the original Swatch x Keith Haring model from that time is highly collectible among Swatch and art collectors.
1986 Color Model Avec Personnage
The 1985 Swatch Breakdance (ref: GO001) designed by Schmidt and Müller commands a high price, as does the 1986 Swatch model in collaboration with Keith Haring – Model Avec Personnage (GZ100) , Serpent (GZ102), Mills Pat (GZ103), Blanc Sur Noir (GZ104). Of course, these watches were the 34mm Swatch models of the time. You can expect these watches to command a good price, especially if they are in good condition (NOS).
But now you also have the chance to buy the new Swatch x Keith Haring watch with these What If? Model based on famous artwork used at the 1984 World Breakdance Championships. What if? is a 33mm square Swatch model introduced in early 2023. It was based on a 1982 prototype that Swatch never released. With these new Break Free editions, Swatch expands on its currently successful What If? A collection consisting of two colorful models and one monochrome themed watch.
These three Swatch watches are Breaks Off, Break Loose, and Break Time. On the back of the case, you can see Keith Haring’s famous hand-drawn Swatch logo on the battery cover, which appeared in the original poster. Let’s take a closer look at all three Swatch What If? model.
What if? break off
Swatch What if? Breaks Off (Reference: SO34Z102) is based on the original Swatch World Breakdance Championship poster. Keith Haring’s brightly colored artwork provides a great contrast to the case and strap.
What if? Break Cruise
“The Break Loose” (Reference: SO34Z103) is a black and white version of the 1984 poster. The breaker reappears on the square dial, and Haring’s artwork adds strength to its simplicity.
What if? Break time
Now, this is an interesting one! Breaktime (reference number SO34Z101) is a design created by Swiss duo Schmidt and Müller. This design was featured on a sample given to the winning performer at the 1984 World Breakdancing Championships at the time.
All Swatches What if? The Break Free models are made from Swatch’s bioceramic material and cost 130 euros each. These come in specially designed boxes, as do the 41mm gents from the archives.
These Swatch Break Free (and From The Archive) models are a wonderful homage to the art collaboration between Keith Haring and Swatch. It’s also a great opportunity to enjoy this amazing work of art at any time of the day. My favorites are the 41mm Gent and Swatch What If? from the archives. Breaks Loose model, but it’s probably best to collect them all. What if? The Break Free watch is available for purchase in Swatch stores and online worldwide as of today (October 3).
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