A year after they first joined forces with Frieze, the fancy watch company is happy to team up again. They’ll have special displays in their lounge during Frieze New York, from May 17th to 21st at The Shed in Manhattan. Breguet will reveal the start of a new project by the curator Somi Sim, which will continue at Frieze events in London, Los Angeles, New York, and Seoul throughout the year.
Visitors can not only learn about watchmaking but also check out the collaboration with Somi Sim. Each season at the fair, there’ll be a new part of a year-long project, letting different artists take the lead. In the first year, artist Pablo Bronstein made four cool wallpapers for the Breguet lounge. Now in the second year, Somi Sim is in charge of curating displays across the year.
Somi Sim, who works in Seoul and Paris, was impressed by Breguet’s craftsmanship and the engineering behind making watches when she visited their workshop and museum. The theme for the first chapter of the project at Frieze New York is ‘Orbital Time’. It’ll have art that challenges how we see time, tying into Breguet’s innovations in watchmaking.
Somi Sim is a curator and writer who works between Seoul and Paris. Her work covers urbanism, architecture, design, and contemporary art. She’s done exhibitions like “Do You Miss the Future?” and “Real-Real City”.
Breguet has always been known for pushing the boundaries in watchmaking, with inventions like the tourbillon and special hands. They’ve inspired artists too, like Hans Erni, who made a painting featuring the founder of Breguet. Breguet continues to appreciate art, especially in their workshops in Switzerland, where they do intricate work like engraving and enameling.
At Breguet’s lounge, visitors can see both the different ways of looking at time in Somi’s displays and the handcrafted watches made by expert watchmakers.