The new Swatch collection inspired by Keith Haring and breakdancing Entirely focused on new models of bioceramic watches
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.
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.
