What do you define as art? Often as a society, we segregate art forms into boxes that history determines as ‘artistic.’ We think of art and we think of galleries, museums, statues, buildings, paintings – objects enclosed in frames. We think of sculpture, music, sound, performance. So what do we think of when we think of time?
Kickstarting the year with bold intent, Bucherer, the leading and biggest watch and jewellery retailer in Europe steeped in tradition, takes an unconventional but refreshing approach to an industry often overlooked for its dedication to preserving history.
At the intersectional crossroads between delicate precision and engineering to artistic innovation, Bucherer launches the Masterworks campaign to valorize the world of Haute Horology in a new light. Summoning the eyes of generations often sidelined in watchmaking media, Masterworks interprets this unique discipline through a conceptual lens.