Massena LAB is pleased to announce the UNIMATIC U4S-BRZ-SI, a three-way collaboration between Italian watchmakers UNIMATIC; British designer, artist, and master engraver King Nerd; and Massena LAB.
The U4S-BRZ-SI commemorates the story of William Tell, the Swiss folk hero thought to be the originator of the Swiss Confederation.
The U4S-BRZ-SI, or “Swiss Tell”, features a bronze dial covered by a layer of black galvanic coating. When engraved by King Nerd, the black coating is etched away to reveal the gold tones of the original bronze underneath.
The dial depicts three elements of the William Tell folk legend. At the center of the dial, the apple represents not only the literal fruit from the Tell story, but also The Big Apple — New York City — home to both Massena LAB and the Swiss Institute. The arrows, piercing the apple, function as the dial’s hour marks while also symbolizing precision, forward-movement, and progress. The bounds of ribbon, the loose blindfold of Tell’s rescued son, is a symbol of freedom, liberation, and the opposite of blindness: vision, wisdom, and knowledge.
The story of the U4S-BRZ-SI, however, does not end with its dial—the heart of any watch is its movement, and the watch is powered by a Swiss-made caliber. Of course, this is only fitting for a watch conceived to celebrate Swiss history and culture.
The U4S-BRZ-SI is a pièce unique, conceived and created for the Swiss Institutes’ “Time for Art” auction. The watch wass not commercialized or reproduced.
SWISS INSTITUTE
Swiss Institute (SI) is an independent non-profit space for international contemporary art. Open to all and always free of charge, its innovative exhibitions, education workshops, and public programs make SI one of New York City’s pioneering venues for art since 1986.
As a fully independent non-profit organization primarily funded through private support, philanthropy is essential in implementing SI’s mission.
TIME FOR ART
TimeForArt, in partnership with Phillips and in Association with Bacs & Russo, is a bi-annual charity auction benefitting New York's Swiss Institute and its efforts to support contemporary art and artists.