Swatch and Tate

Swatch and Tate partnership

This dynamic collaboration brought together the worlds of contemporary art and innovative design, with Swatch proudly supporting Tate Modern's celebrated Tate Lates programme from March to November 2024.

As part of this vibrant partnership, Swatch unveiled a series of seven watches, each one a unique tribute to artworks from Tate’s collection. These timepieces served as wearable art, seamlessly blending the appeal of iconic works with Swatch’s signature flair for bold, creative expression.

Through this collaboration, Swatch continued its tradition of championing the arts, reinforcing its commitment to making art more accessible and inspiring.

Swatch x Tate Collection: Watch Collaboration

The Swatch x Tate watch collaboration launched in Spring 2024, with seven watches retailed globally through Swatch stores and third party outlets, as well as Tate Shop online and at the Tate Modern and Tate Britain galleries.

Working closely with Tate Gallery and Tate Enterprises, Swatch identified seven artworks in the Tate collection and designed watches that celebrate self-expression and creativity. These included works by artists J M W Turner, Joan Miro, Marc Chagall, Henri Matisse, Wilhelmina Barns-Graham, Louise Bourgeois and Fernand Leger.

The creative for the marketing campaign was captured at Tate Modern with a model shoot taking place in the gallery and to celebrate the launch of the range, Swatch hosted an international press launch at Tate Modern.

Swatch Art Club members, press and influencers were also welcomed to Tate Modern to celebrate the launch of the collection with private guided tours, dining and creativity workshops inspired by the artworks in this unique collaboration.

Tate Modern Lates

Tate Lates have become one of London’s most exciting and anticipated after-hours events, offering an immersive fusion of art, music, and innovation.

Swatch supported the Lates held on the last Friday of each month between March and November 2024, with their support enabling Tate Modern to transform into a vibrant cultural hub for a diverse range of visitors. With exclusive access to exhibitions after hours, attendees enjoyed DJ sets, live performances, thought-provoking talks, hands-on workshops, and interactive experiences, all while exploring the galleries' dynamic spaces.​

​Creatives from a wide range of industries – including musicians, artists, engineers, and designers – collaborated to craft unique, multi-sensory experiences that engaged and inspired, for instance with the August 2024 Late curated by Little Simz.

This partnership reflected Tate and Swatch’s shared commitment to supporting creativity and culture by providing young people and diverse audiences with access to art, new connections and creative opportunities.

Swatch Social at Tate Modern Lates

As part of Tate Modern Lates, Swatch also supported the creation of Swatch Social, a social space which enabled visitors to creatively collaborate, exchange ideas and find new connections. ​

As part of Swatch Social, Tate Modern Lates x Swatch offered two opportunities for creatives to be selected to develop Swatch Social across a series of three events. In addition, Swatch offered an additional opportunity for the two selected creatives to take up an Artist Residency at the Swatch Art Peace Hotel in Shanghai.​

The selection process was run by an open call which was open for applications on Tate’s website from 12 April – 30 April 2024. Two creatives were selected - Elena Ooijman curated and delivered the Swatch Social space for the summer 2024 Tate Modern Lates - June, July and August; and The Breakfast, Lunch and Dinner Collective curated and delivered the autumn 2024 Tate Modern Lates - September, October and November.​

Discover more about the Swatch x Tate collaboration

Shop the Swatch x Tate collection

Read more about Swatch’s support of Tate Modern Lates in 2024

Little Simz curated Tate Modern Lates in August 2024

Find out more about Tate Corporate Partnerships

Tate’s Corporate Partnerships are at the very heart of our organisation. Tate is grateful to all of our Corporate Partners whose generous support and commitment enable Tate to champion art for all.

Corporate Partnerships range from supporting world-renowned programmes of exhibitions, performances or annual artist commissions to wide-reaching learning, research and community programmes, or collaboration through crucial conservation, collection care, digital or sustainability initiatives.

To find out more about the partnership we can build together, or to learn more about supporting Tate philanthropically, contact us at corporate.partnerships@tate.org.uk.