Swatch and MTV link up on art shows

Swatch and MTV have partnered to produce an experiential branded travelling art show based on the recently launched ‘Playground’ concept.

Swatch advertising on MTV
Swatch advertising on MTV

MTV Europe and Asia channels will promote the events sponsored by the watch brand, which will be held between July and October in cities such as Berlin, Athens, Shanghai and Tokyo.

The “art shows” will be interactive, feature fashion and music elements and encourage visitors to “curate” and each will stage a live “art battle” between two local artists creating fresh works against the clock.

“Besides sports and fashion, art is an important pillar of our brand’s identity, says Swatch president Arlette-Elsa Emch.

We want to communicate our core values such as desire or provocation to as many people as possible.” she adds.

The events have been created by Viacom Brand Solutions, a division of MTV’s parent company Viacom, which also acts as sales house to sister channels VH1, Nickelodeon and Comedy Central.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here