Regarding the brand history of Breguet, it is believed that watch enthusiasts who are familiar with the brand will immediately think of the founder, Mr. Abraham-Louis Breguet, and his world-renowned invention – the tourbillon. The watchmaking craftsmanship, undoubtedly, is the spirit and most valuable treasure of Breguet, yet what is often overlooked is the design art that Abraham-Louis Breguet has been insisting on since the establishment of the brand, which is undoubtedly a major element in the brand’s history. In 2022, the brand once again surprised everyone by announcing an important art collaboration, confirming that it will continue its partnership with the art event Frieze until 2024.
As a pioneer of contemporary world culture, Frieze, after experiencing the impact of the pandemic for two years, will officially return in full force this year, reorganizing to support artists, galleries, and the entire art world worldwide. Breguet, which has always regarded art as a core part, has also confirmed that it will continue to work closely with Frieze and will present a collaborative work with artists at Frieze’s five major international art fairs – Frieze London Art Fair, Frieze Masters, Frieze New York Art Fair, Frieze Los Angeles Art Fair, and Frieze Seoul Art Fair. The first piece will be exhibited at Frieze in New York from May 18 to 22.
Breguet CEO Lionel a Marca stated, “The brand has always been focused on the art world. Our founder created a new classical style that inspired modern watchmaking; the watchmakers at the factory also continue the long-standing dial and movement decoration craftsmanship. Partnering with art exhibitions like Frieze allows current and future talents to fully showcase their abilities. We are delighted and honored to establish this partnership.” In response, Frieze’s Managing Director Emily Glazebrook also shared, “We are thrilled to have a new global partnership with Breguet at the 2022 Frieze New York art fair, and to present commissioned new work by artist Pablo Bronstein for the first time.”
Breguet has a long-standing connection with visual arts, much like Frieze, based on a long-standing emphasis on innovation, creativity, and quality. At the New York Frieze exhibition held at The Shed cultural center in Manhattan, visitors will have the opportunity to explore the demonstration of the craftsman operating the brand’s “engraving machine” in Breguet’s exclusive exhibition area. The engraving machine is a tool used by watchmakers to create various decorations on watch movements, with Breguet’s most iconic Clou de Paris engraving introduced into the watchmaking world by Mr. Abraham-Louis Breguet in 1786. In addition to bringing aesthetic characteristics to the dial, it can also capture dust, making the dial clearer and easier to read. Today, this meticulously crafted decoration, still using traditional methods, continues to use a machine engraving lathe design that has been in use for over a hundred years and remains indispensable.
This collaboration originated from Frieze Art Fair connecting the brand with artist Pablo Bronstein, who will collaborate with the brand to create artworks specifically for the Breguet lounge at every Frieze Art Fair in 2022 and Frieze Los Angeles in 2023. These commissioned works will reflect Bronstein’s ideas about the brand’s watchmaking world and its historical heritage, exploring the close connection between art, design, craftsmanship, and technology throughout history.
It is worth mentioning that visitors will have the opportunity to admire ancient “Subscription” pocket watches from the Breguet Museum at the art exhibition. The name “Subscription” comes from the fact that buyers had to pay a quarter of the price as a deposit when ordering. In 1797, Mr. Breguet delicately created a pocket watch with a “minimalist spirit”, featuring only one hand and an enamel dial, becoming an indispensable piece in the brand’s collection. The Tradition series, inspired by this timepiece, will also be on display at the same event.
The exhibition will open on May 18 at The Shed cultural center in Hudson Yards, New York. The first day will allow invited guests to enter first, and the brand will also attend the Tisch Skyline event on the fourth floor. For those interested or friends planning to go to the area, you can visit the Frieze website for more details.
資料及圖片來源：Courtesy of Breguet
