Swatch Group’s association with Intrapresae Collezione Guggenheim has encouraged the Group brands to imagine new arts-related projects, to exchange ideas with other relevant players and to offer their guests access to moments of beauty and intensity that no money can buy.
Arts and culture are the ultimate inspiration for our activities, and nourishing them with new ideas is an integral part of Swatch Group’s vision. Swatch, the “enfant terrible” of Swiss watchmaking, has always been linked with the arts, from painting and sculpture to fashion, design, video arts, music and the performing arts. The latest expression of its commitment to helping artists work in freedom is The Swatch Art Peace Hotel in Shanghai, where resident artists from all over the world are invited, with only one mission: to create intense, meaningful, thought-provoking and beautiful works. The Swatch Art Peace Hotel is the most concrete expression of Swatch’s belief in artists as people who have the power to make the world a better place.