The famous mouse of Disney has already made you fall into his nets the greatest artists. Salvador Dalí, Roy Lichtenstein, Andy Warhol, to name only a few, have incorporated it into their paintings. Despite its 90 spring, she continues to snap and adds Damien Hirst to its table of hunting. “Swatch wanted to celebrate the birthday of Mickey mouse, a character of fiction that is universal, touches the heart of all the world,” says Carlo Giordanetti, creative director of the swiss watchmaker. To do this, an artistic collaboration was quickly adopted as the best way. And Damien Hirst was the ideal candidate because he not only enjoys a high reputation, but it also uses a lot of fantasy, humour and self-deprecating, always pushing the audience to think about it.” The first exchanges took place during the Biennale of Venice, in the summer of 2017. Damien Hirst exhibited his incredible project, Treasures From the Wreck of the Unbelievable, to the Customs of Sea and palazzo Grassi. Among other false treasure pulled from the waters after a shipwreck imaginary, the artist had created a sculpture covered in corals, the representative holding the hand of Mickey mouse.
READ ALSO – For the 90 years of the mouse, Disney tries to bring together the generations of “mickeynnials”
In a different genre, the british artist had already used the heroes of Disney in one of his works arising from his Spot Paintings, auctioned by Christie’s in 2014 for the benefit of an association of assistance to children. The two watches made for Swatch fall into this aesthetic.
Two series were produced, one with advanced packaging and edited a 1-999 copies (on sale only for 24 hours, the 18 November – day of the birth of Mickey mouse – on the e-shop of Swatch), and another limited to 19 999 pieces, distributed in shops and on the internet.
As Mickey, Swatch has a long history with the artists. It began in 1985 with Keith Haring: the pioneer of the street art then little known to imagine a watch which will be published in four copies. Several other artists will follow as Sam Francis (1992), but also filmmakers (Almodóvar, Kurosawa and Altman, 1995), musicians (Mika in 2013)… The brand has even opened seven years ago, an artist in residence in Shanghai, in a former hotel on the Bund, dating back to 1908. Some 340 artists from all walks of life and all disciplines, from around thirty nationalities, there are already a successor.