Swatch Art Studio: four days of immersion in the heart of contemporary art in Paris

In Paris, contemporary art regularly finds new grounds for expression. But few events are able to combine creativity, accessibility and innovation so perfectly. From January 29 to February 1, 2026, Swatch takes over the Marais with the Swatch Art Studio, an ephemeral gallery designed as a total immersion in the artistic universe that has shaped the brand’s DNA for over forty years.

More than just an exhibition, the Swatch Art Studio is a living, open and inclusive space where art can be contemplated, understood and, above all, practiced. True to its philosophy, Swatch is pursuing its founding mission here: to democratize art and make it accessible to as many people as possible, without ever sacrificing audacity or creativity.

Swatch and art: a history of expression and freedom

From the outset, Swatch has maintained a deep connection with the contemporary art scene. By inviting art onto the wrist, the brand has transformed the watch into a veritable medium of expression. Iconic collaborations with major artists such as Keith Haring, Jean-Charles de Castelbajac, Kiki Picasso and Mika have marked the brand’s history and contributed to its unique visual identity.

Swatch has also forged prestigious partnerships with major cultural institutions such as MoMA and the Louvre Museum, reinterpreting iconic works through the watchmaking prism. This global vision of creation continues with pioneering projects such as the Swatch Art Peace Hotel in Shanghai, an international artistic residence and talent incubator.

At the Swatch Art Studio, this creative wealth is brought to life through a selection of works from the company’s artistic heritage: paintings, sculptures, installations and immersive works. A plunge into a joyfully offbeat, audacious and resolutely contemporary universe.

AI-DADA: when intelligence becomes art

The high point of the event, the AI-DADA Lab, gives visitors a sneak preview in France of Swatch AI-DADA, an unprecedented tool forartistic intelligence, before its official launch in Europe on February 2, 2026. Drawing on over forty years of visual archives, iconic designs and artistic collaborations, AI-DADA embodies Swatch’s ability to push back the boundaries of creation.

The principle is simple and fun. In just a few steps, visitors log in to their Swatch account, propose a prompt and let the tool generate a unique creation. In less than two minutes, a watch takes shape, reflecting a meeting between human intuition and technology. Indexes, mechanism colors, finishes: total personalization. The result is a 1/1 edition, conceived as a personal, unique and non-reproducible work of art.

With the Swatch Art Studio, Swatch once again confirms its unique position at the crossroads of art, design and innovation. A must-see event for the curious, contemporary art lovers and creative enthusiasts.

Practical information

Event : Swatch Art Studio
Dates: January 29 to February 1, 2026
Times: 9:00 am – 8:00 pm
Exception: Thursday, January 29, 10:30 am – 5:00 pm
Venue: Swatch Art Studio
📍 18 rue de Turenne, 75004 Paris
Access: Free admission

A not-to-be-missed opportunity to discover contemporary art from a new, accessible and inspiring angle.

See also the latest news from Paris