Published on November 27, 2024 at 7:21 p.m. / Modified on November 27, 2024 at 7:26 p.m.
3 mins. reading
Watchmaking, a mass creative industry, readily sees itself as art. Mechanics, decoration, professions, intentions. It certainly deserves to be consecrated – why not – the “twelfth art”, but it is not, and must be content with the folding seat reserved for activities that are too business for culture. Which doesn’t stop brands from venturing out their ideas by experimenting with art. There are two ways to do this. By miniaturizing the classic repertoire on the white canvas of the dial. Or by collaborating with a living artist. The second approach is more uncertain, but freer. However, the risk remains controlled; these collaborations remain special exercises. After all, even acculturated, a watch is not art for art’s sake.
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