Swatch, Keith Haring and breakdancing
Since 1983, Swatch has been revolutionizing the watch industry with a blend of fun, innovation and positive provocation. On September 20, 1984, the brand made history by organizing the first World Breakdancing Championship in New York, a key moment in the history of street culture.
This championship, held in the legendary Roxy nightclub, blends sport, art and music, a perfect reflection of Swatch’s creative DNA. The event was not about competition, but about unlimited creative expression, a value dear to the brand. The event poster, designed by street artist Keith Haring, symbolizes this freedom. Haring is even a member of the jury, illustrating the strong link between art and the urban movement. The winners receive a unique Swatch watch, underlining the importance of this event for the brand.
A tribute to the breakdance era
Today, Swatch revisits this event with its new Swatch BREAK FREE collection. This collection reinterprets the spirit of freedom and creativity of the 1984 championship, uniting past, present and future. Each watch embodies the fusion of sport, art and music, core values of Swatch.
The new Bioceramic “What If?” models are also inspired by the iconic work of Keith Haring. The design of the watches recalls the energy and originality that characterized the era. These limited edition models celebrate freedom of expression, a theme at the heart of the brand since its inception.
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