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.