Introducing: The Swatch Break Free Collection — With Two Featuring Keith Haring Artwork
In 1984, Swatch hosted the World Breakdance Championship in New York City. One of the jury members was artist Keith Haring, who was known for his graffiti art. For this event, he created the artwork shown below.
Swatch and Keith Haring
Haring (1958–1990) was an artist who participated in the New York art scene in the 1980s. He became famous for his bold and colorful street art and iconic motifs, such as the radiant baby and the barking dog. When Haring lived in New York, he worked with other artists, such as Jean-Michel Basquiat and Andy Warhol, as well as Madonna. He also painted Grace Jones’s body with his graffiti, as featured in her music video for “I’m Not Perfect (But I’m Perfect For You).” Besides fun projects like the Swatch World Breakdance Championship, he also created art to spread social and political messages.
Artwork from Haring
An example of this was his art on the Berlin Wall (1986), which disappeared, of course, when it came down in 1989. But also, his “Crack is wack” message was quite famous during the drug epidemic in New York City at the time. Haring was only 31 years of age when he passed away on February 16th, 1990. A few years before, in 1986, Haring gifted artwork to Swatch that had never seen daylight in its original form until now. This drawing was kept in the Swatch archives and has now been used to create a new watch.
From The Archive
The Swatch From The Archive is a new recreation of the Modèle Avec Personnages from 1986. It is based on the original pencil and ink artwork that Haring gifted to Swatch and that inspired the colorful Swatch GZ100 in 1986.
Today, Swatch introduces the original drawing on the From The Archive watch. This 41mm Gent will also be available in a SwatchPAY! version. Starting October 17th, both From The Archive models will be available online and at Swatch stores worldwide. The Swatch From The Archive (ref. SO29Z145) is priced at €110, and the SwatchPAY! version (ref.SO29Z146-5300) will cost €120. Both models are made of Swatch’s bio-sourced material.
World Breakdance Championship ’84
This year also marks the 40th anniversary of that Swatch-sponsored breakdance event (which the brand would continue to sponsor for the next six years). It’s time to celebrate with two new watches that show Keith Haring’s art and one featuring artwork by Schmid and Muller. Haring designed several dials for Swatch in 1985, and now more of his art is being brought to life with these new What If? watches and one 41mm Gent watch.
It is interesting to know that the original Swatch × Keith Haring models from that era are very collectible among Swatch and art collectors.
The colored Modèle Avec Personnages from 1986
The 1985 Swatch Breakdance (ref. GO001), designed by Schmid and Muller, fetches high amounts, as do the 1986 Swatch models made in collaboration with Keith Haring — Modèle Avec Personnages (GZ100), Serpent (GZ102), Milles Pattes (GZ103), and Blanc Sur Noir (GZ104). Of course, these watches were the 34mm Swatch models at the time. Expect to pay some serious prices for these watches, especially when they are in good (NOS) condition.
But now there’s also the opportunity to buy a new Swatch × Keith Haring watch with these What If? models based on the famous artwork used during the 1984 World Breakdance Championship. The What If? is a 33mm square Swatch model introduced in early 2023. It was based on prototypes from 1982 that Swatch never released before. With these new Break Free editions, Swatch expands the now-successful What If? collection with two colorful models and one monochrome-themed watch.
These three Swatch watches are the Breaks Off, Break Loose, and Break Time. On the case back, you will discover that the battery covers show Keith Haring’s famous hand-drawn Swatch logo from the original poster. Let’s have a closer look at all three Swatch What If? models.
What If? Breaks Off
The Swatch What If? Breaks Off (ref. SO34Z102) is based on the original Swatch World Breakdance Championship poster. Keith Haring’s artwork, in its vibrant colors, creates a wonderful contrast with the case and strap.
What If? Break Loose
The Break Loose (ref. SO34Z103) is a black-and-white version of the 1984 poster. It shows the breaker again on the square dial and makes Haring’s artwork extra powerful in all its simplicity.
What If? Break Time
Now this is an interesting one! The Break Time (ref. SO34Z101) has a design created by the Swiss duo Schmid and Muller. This design was on the Swatches given back in the day to the winning performers at the 1984 World Breakdance Championship.
All Swatch What If? Break Free models are made from Swatch’s Bioceramic material and priced at €130 each. They, as well as the 41mm Gent From The Archive, come in specially designed boxes.
These Swatch Break Free (and the From The Archive) models are a great tribute to Keith Haring and Swatch’s art collaborations. They’re also an excellent opportunity to enjoy some of this great artwork at any given time of day. My favorites are the 41mm Gent From The Archive and the Swatch What If? Breaks Loose models, but perhaps it’s just best to collect them all. The What If? Break Free watches are available as of today (October 3rd) via Swatch stores worldwide and online.
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