VAN NUYS, Calif. – Los Angeles Modern Auctions (LAMA) will present Swatches: The Collection of Esther Montagner on Wednesday, July 19. It features a truly remarkable presentation of iconic Swatch watches, rare collector’s packaging, celebrity autographs, and historic ephemera gathered during decades, from the early days of Swatch’s inception to the present moment. Absentee and Internet live bidding will be available through LiveAuctioneers.

Introduced in 1983 in response to the industry’s quartz crisis, the Swatch quickly became known as the plastic watch that changed everything. Technically innovative, visually captivating and accessible to a wide audience, Swatches rocketed to global icon status thanks to an unprecedented combination of smart design, cutting-edge marketing, and — with time — tremendous collectibility. As one of the brand’s earliest ambassadors, Esther Montagner traveled the world and became part of a close-knit community of proto-influencers united in passion for Swatch. Montagner’s zeal for collecting is reflected in the breadth of material of this auction, which features not only Swatch timepieces, but celebrity autographs, posters, t-shirts and marketing collateral, and collectively represents a dizzying array of cultural touchstones of the past four decades.

Swatch swiftly became well-known for its many collaborations with high-profile artists and cultural figures; among the auction’s highlights are Swatches made with Keith Haring, Damien Hirst, Kenny Scharf, Nam June Paik, Sam Francis and Joana Vasconcelos. Keith Haring for Swatch models include the 1985 Milles Pattes Swatch Special GZ103, estimated at $1,500-$2,000; the World Breakdance Championship at the Roxy watch LO001, estimated at $500-$700; as well as the 1986 Modele Avec Personnages Swatch Special GZ100, estimated at $1,500-$2,000. Especially significant is the Damien Hirst for Swatch Spot Mickey maxi wall clock MGZ323, estimated at $3,000-$4,000, which was created in a limited edition of 333 on the occasion of Mickey Mouse’s 90th birthday. Further showcasing the brand’s ability to stay on top of contemporary art trends are the Kenny Scharf for Swatch Fiz N’ Zip GN164 and Monster Time GR121, offered together with an estimate of $700-$900.

Swatch also worked with musicians, filmmakers, athletes, innovators and institutions. The Cinema Collection, estimated at $300-$500 recognizes the creations of legendary directors Akira Kurosawa, Pedro Almodovar, and Robert Altman, and, in 1998, the company released the Spike Lee for Swatch Wake Up! Swatch Special SBZ104, offered in the July 19 sale in special packaging with an estimate of $100-$150. Sold together with a press release signed by Bill Gates, the 1994 Microsoft Dark Blue (GN155) and 2004 News.Surfer (SUHB101), estimated at $200-$300, emerge from pivotal moments in computing history. Other major figures represented in the auction include composer Philip Glass, musician Peter Gabriel, designers Alessandro Mendini and Vivienne Westwood, Olympic snowboarder Shaun Palmer, Blue Man Group, and many more.

As Swatch grew in renown and reputation, it amassed a cultural gravitas all its own. Nicolas G. Hayek is credited with the idea of the “second watch” — Swatch — as a means to revitalize the Swiss watchmaking industry, and the idea’s success made him a role model and hero to entrepreneurs, watch collectors and legions of Swatch aficionados worldwide; the N.G. Hayek Swatch Special SUPZ100 stands as a testimony to his substantial legacy. Notably, this watch is being sold with a nameplate that Hayek signed upon Montagner’s request at a press conference in Venice, Italy in 2009. Further evidencing that the cult of Swatch extends beyond beloved timepieces, the auction includes many other types of Swatch-branded objects, from the Watch My Bike Swatch Mountain Bike, estimated at $800-$1,200, to a group of three Swatch Twin Phones, estimated at $200-$300.

The auction’s more than 300 lots weave through Montagner’s international travels and stories of adventure, conjuring a portrait of a vibrant collecting community. As Montagner herself put it, “In no other circumstance would I have ever been in the same room with many of [these people], had it not been for Swatch — sophisticated, bright, fascinating, and such fun people.” Swatches: The Collection of Esther Montagner is a celebration not only of one collector’s zeal and dedication, but of the history and lore of the Swatch universe.

[av_button label=’Click to view the auction catalog and sign up to bid’ icon_select=’no’ icon=’ue800′ font=’entypo-fontello’ link=’manually,https://www.liveauctioneers.com/catalog/295060_swatches-the-collection-of-esther-montagner/?keyword=&page=1′ link_target=’_blank’ size=’small’ position=’center’ label_display=” title_attr=” size-text=” av-desktop-font-size-text=” av-medium-font-size-text=” av-small-font-size-text=” av-mini-font-size-text=” margin=” margin_sync=’true’ padding=” padding_sync=’true’ av-desktop-margin=” av-desktop-margin_sync=’true’ av-desktop-padding=” av-desktop-padding_sync=’true’ av-medium-margin=” av-medium-margin_sync=’true’ av-medium-padding=” av-medium-padding_sync=’true’ av-small-margin=” av-small-margin_sync=’true’ av-small-padding=” av-small-padding_sync=’true’ av-mini-margin=” av-mini-margin_sync=’true’ av-mini-padding=” av-mini-padding_sync=’true’ color_options=” color=’theme-color’ custom_bg=’#444444′ custom_font=’#ffffff’ btn_color_bg=’theme-color’ btn_custom_grad_direction=’vertical’ btn_custom_grad_1=’#000000′ btn_custom_grad_2=’#ffffff’ btn_custom_grad_3=” btn_custom_grad_opacity=’0.7′ btn_custom_bg=’#444444′ btn_color_bg_hover=’theme-color-highlight’ btn_custom_bg_hover=’#444444′ btn_color_font=’theme-color’ btn_custom_font=’#ffffff’ btn_color_font_hover=’white’ btn_custom_font_hover=’#ffffff’ border=” border_width=” border_width_sync=’true’ border_color=” border_radius=” border_radius_sync=’true’ box_shadow=” box_shadow_style=’0px,0px,0px,0px’ box_shadow_color=” animation=” animation_duration=” animation_custom_bg_color=” animation_z_index_curtain=’100′ hover_opacity=” sonar_effect_effect=” sonar_effect_color=” sonar_effect_duration=’1′ sonar_effect_scale=” sonar_effect_opac=’0.5′ css_position=” css_position_location=’,,,’ css_position_z_index=” av-desktop-css_position=” av-desktop-css_position_location=’,,,’ av-desktop-css_position_z_index=” av-medium-css_position=” av-medium-css_position_location=’,,,’ av-medium-css_position_z_index=” av-small-css_position=” av-small-css_position_location=’,,,’ av-small-css_position_z_index=” av-mini-css_position=” av-mini-css_position_location=’,,,’ av-mini-css_position_z_index=” id=” custom_class=” template_class=” av_uid=’av-5nctpws’ sc_version=’1.0′ admin_preview_bg=”]

Click to view top auction results on LiveAuctioneers: https://www.liveauctioneers.com/pages/recent-auction-sales/