The Swatch World Museum is located in a nice little town near Milano called Cesano Maderno. More exactly: The private collection of the architect Fiorenzo Barindelli is shown inside the restored rooms of the “Palazzo Arese Jacini”. Recently the building became the representative seat of the Cesano Maderno Municipality:
On friday evening, we got to see an exclusive preview of the museum, here it is:
The World Museum exhibition illustrates the 20 years of history of Swatch, showing all swatch models ever made in display cases besides 20 multicoloured panels (left and right on the picture) each one representing a specific year. The panels show important swatch ads, advertisement material and so on, and the ten best swatch watches of this year (selected by an international scientific committee).
Andreas, Roy, Paco, Fiorenzo Barindelli, Roberto, Henk
One highlight for the serious swatch collector is the display case with early prototypes. Here is a small selection of the prototypes:
83 Lady prototype collection, never sold commercially
early gent prototypes
The so-called Kids prototypes (very nice and megarare!)
And some highlights from the regular exhibition:
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Folon Set with prototypes in transparent case
For me, the exhibition is really excellent and unique as it shows not only (almost) all swatches ever made but also a lot of very rare prototypes! And the presentation in the display cases and the multicoloured panels is really beautiful. The presentation matches the artwork of the swatch watches perfectly!
Click here for page 3 to read more about the Swatch The Club event on saturday.
Back to Stay Tuned To Swatch.