The new Swatch collection inspired by Keith Haring and breakdancing

In 1984, Swatch organized an event that made history both in street culture and the world of watchmaking: the first World Breakdance Championship, held at the Roxy in New York. This now-legendary event celebrated the meeting of sport, art, and music, embodying the spirit with which the brand aimed to engage with new generations. Among the key figures of that memorable evening was the famous street artist Keith Haring, who created the official poster and served as a judge for the competition. The connection between Haring and Swatch helped define the brand’s aesthetic and creative philosophy, uniquely merging art and watchmaking. Today, Swatch returns to celebrate that fusion with the launch of the Swatch BREAK FREE collection, which reinterprets the spirit of freedom and creativity from 1984. The new line features BIOCERAMIC WHAT IF? models, characterized by square-shaped cases and dials, made from modern and sustainable materials. These Swiss-made watches are water-resistant and lightweight, with a sporty, contemporary design that pays homage to Keith Haring's artistic legacy. A special detail is hidden on the back: the battery cover features the famous Swatch logo hand-drawn by Haring for the World Breakdance Championship event.

The BREAK FREE collection is a celebration of creativity and self-expression, just like in the iconic 1984 event, where participants showcased the best of their creativity, proving that breakdancing was not just a passing trend but a complex and modern artistic language and choreographic genre. With this new launch, Swatch not only recalls history but also projects its vision into the future, offering a renewal of the original synthesis of sport, art, and fashion. Alongside the new collection, Swatch brings back a previously unseen archival work by Haring: an original pencil and ink sketch donated by the artist to the brand in the 1980s. This design has been faithfully recreated on a 41mm NEW GENT BIOSOURCED model, with Haring’s distinctive style visible on the dial. The model features a transparent silicone strap and is also available in a SwatchPAY! version, a technology enabling fast and secure payments via an NFC card integrated into the watch.

For the official launch of the Swatch BREAK FREE collection, the brand organized a party in Milan, in the halls of Combo at the Navigli. The DJ duo Polly & Pamy energized an evening that saw many guests, including TikTokers like Davide Moccia, Jennifer Preda, and Alvise Zambello. There was also space to celebrate art and creativity with a live performance by two breakdancers and a customization session by designer and illustrator Federico Scibilia, who not only created a graffiti piece in front of the audience but also personally decorated Swatch tote bags, which were then offered to event attendees.