Beyond specialised workbenches and minuscule components, watchmakers and brands alike find their cultural footing in the arts. Beyond existing as a discipline of tradition, horology has transformed into an extension of creative expression. Today, this convergence feels more intentional than ever. In an era where storytelling and cultural relevance shape perception, maisons are looking beyond the confines of watchmaking to engage with broader artistic dialogues. Those featured here embed themselves within cinema, contemporary art, and institutional patronage.
Cartier and the Silver Screen
Cartier’s dedication to contemporary creation in cinema saw its partnership with the Venice Biennale International Film Festival extend into its fifth consecutive year in September 2025. Film has always been a defining hallmark of Cartier’s involvement with the arts; the relationship dates back to the early 20th century, when stellar names such as Rudolph Valentino, Gloria Swanson, Audrey Hepburn, Romy Schneider and MarÃa Félix paired their silver-screen brilliance with Cartier’s masterful creations. Beyond dressing invited guests and Cartier’s ambassadors, Cartier presented the third consecutive instalment of The Art and Craft of Cinema masterclass, where leading figures from various disciplines of filmmaking showcased the entire collaborative creative process behind the realisation of a director’s vision. A special Cartier Glory to the Filmmaker Award, which recognises an individual who has made a significant contribution to the contemporary film industry, was presented to Julian Schnabel. Past winners include Claude Lelouch (2024), Wes Anderson (2023), Walter Hill (2020) and Ridley Scott (2021).
Bvlgari’s Patronage in Venice
Fragments of Fire Worship, Monia Ben Hamouda
Bvlgari strengthened its longstanding relationship with the arts as it stepped in as Exclusive Partner of the International Art Exhibition – La Biennale di Venezia for the 2026, 2028 and 2030 editions. The announcement coincided with the presentation of the Biennale’s 61st exhibition, In Minor Keys, curated by the late Koyo Kouoh, which encouraged a slower and more introspective engagement with the rhythms of contemporary life. At the same time, Fondazione Bvlgari presented its first exhibition as a collateral event at the historic Biblioteca Nazionale Marciana. The project brought together two site-specific installations: Momentary Monument – The Library by Lara Favaretto and Fragments of Fire Worship by Monia Ben Hamouda. Presented within the context of the Biennale, the exhibition reinforced the maison’s growing role in supporting contemporary artistic practice while fostering dialogue between cultural heritage and new creative voices.
Vacheron Constantin’s Residency
In celebration of its 270th anniversary, Vacheron Constantin partnered with The Metropolitan Museum of Art to launch the Artisan Residency programme, an initiative that supports traditional craftsmanship while encouraging new creative directions. The 18-month residency invited artisans from around the world to apply, with three finalists selected for their technical mastery and innovative approach to craft. The artisans travelled between New York and Geneva, immersing themselves in The Met’s vast collections while engaging with the watchmaker’s master artisans and their intricate processes.
The exchange brought historical techniques into dialogue with contemporary perspectives, creating space for experimentation and dialogue. The collaboration highlighted how institutions from different creative fields can meaningfully intersect. By placing artisans within both a cultural institution and a historic maison, the residency underscored the value of intertwining art, heritage and craftsmanship — ensuring that traditional knowledge continues to evolve rather than remain simply preserved.
The Swatch Art Journey
Beneath Swatch’s enfant-terrible facade lies an artistic underbelly that has been a cornerstone of the brand’s identity from the beginning. From collaborations with artists, designers and architects, to renowned art institutions, Swatch’s love for art runs deep, dating back to 1984. After working with MoMA, Louvre, Centre Pompidou, and Rijksmuseum, et al in the past, the next chapter of the Swatch Art Journey brings the Guggenheim Collection to the wrist. Created in collaboration with the Guggenheim New York and the Peggy Guggenheim Collection in Venice, assembled by Peggy Guggenheim, niece of Solomon R. Guggenheim, four masterpieces are replicated on the watch dial and strap.
Three selected works from the former include Edgar Degas’ Dancers in Green and Yellow (1903), Claude Monet’s The Palazzo Ducale, Seen from San Giorgio Maggiore (1908) and Paul Klee’s The Bavarian Don Giovanni (1919), while Jackson Pollock’s Alchemy (1947) from the latter collection rounds up the quartet.
This story was first seen on Men’s Folio Singapore.
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