Breguet's partnership with Frieze began with an exhibition at Frieze New York held recently at The Shed, in Manhattan's Hudson Yards.
Frieze comprises three publications, frieze, Frieze Masters Magazine and Frieze Week. Its five international art fairs -- Frieze London, Frieze Los Angeles, Frieze New York, Frieze Masters and Frieze Seoul -- serve as platforms for showcasing contemporary art and culture.
Breguet was founded in 1775 in Paris by Abraham-Louis Breguet, who is considered the creator of the neoclassical style. The company has always been close to the world of art, and its artistry is demonstrated through engraving, angling, enamelling and guilloché used to decorate timepieces.
Visitors to Frieze New York had the opportunity to discover Breguet's craftsmanship via a demonstration of guillochage, which was introduced to watchmaking by the brand founder around 1786.
Today, the meticulous decoration is still executed in the traditional way, with the irreplaceable guilloché lathe, more than a century old in design.
Breguet also showcased its historical Souscription pocket watch with an enamel dial and a single hand. Dating back to 1797, the minimalist timepiece inspired the contemporary Tradition collection, whose new Tradition Quantième Rétrograde 7597 was showcased at the fair.
Argentinian artist Pablo Bronstein did the artwork for the Breguet lounge, and the collaboration will continue at the other fairs in 2022 as well as Frieze Los Angeles in 2023.
