Credits: Article and images by Carol Besler @ Quill & Pad. See the original article here - https://quillandpad.com/2024/05/31/breguet-connects-the-dots-between-art-and-time-at-frieze-new-york/
The migration of watch brand ambassadorships toward athletes, artists, movie stars, chefs and other celebrities has been a trend for the past few years, dovetailing with the sponsorship of sporting events, like F1 car racing and football.
It’s therefore refreshing to see brands like Breguet keeping their focus on high culture, which seems more historically aligned with traditional watchmaking and tends to be more gender neutral in terms of its audience.
Breguet has partnered with the likes of Carnegie Hall, The New York Philharmonic, the Fine Arts Museum of San Francisco and The Louvre.
More recently – beginning three years ago – Breguet has sponsored Frieze, the contemporary art show with editions in New York, Los Angeles and Chicago.
It may seem like an odd association at first – Frieze is an often high-concept art show, a carnivalesque free-for-all of artistic expression, and Breguet expresses the best of classic, traditional watchmaking – but CEO Lionel a Marca argues that there is a strong connection: “If you look at what Abraham-Louis Breguet was in his era – he was a precursor, and Frieze, by emphasizing contemporary artists, shows precursors in art.
Breguet was an engineer, an astronomer and also a designer. He adapted certain techniques to horology, such as guilloché, for example. The art of Breguet is in the details, in the finishing, and the artworks at Frieze are also all about the details … an artwork is something you have to look at multiple times, and each time, you’re going to discover different things.
That’s the link between Breguet and Frieze. When you look at a Breguet piece, you’re always going to see something new every time; it’s like a painting.”
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Credits: Article and images by Carol Besler @ Quill & Pad. See the original article here - https://quillandpad.com/2024/05/31/breguet-connects-the-dots-between-art-and-time-at-frieze-new-york/