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Breguet continues its collaboration with Frieze

Breguet continues its collaboration with Frieze New York,

taking place May 17th through 21st at The Shed in Manhattan


A year after announcing its partnership with Frieze, the contemporary art fair, the luxury watch manufacturer is pleased to renew this collaboration with a series of curated presentations that will activate their lounge. During Frieze New York, taking place May 17th through 21st at The Shed in Manhattan, Breguet will unveil the first iteration of a curatorial project conceived by the Seoul - and Paris - based independent curator Somi Sim, which will unfold across Frieze’s Fairs in London, Los Angeles, New York and Seoul throughout the year.

What excites me about working with Frieze and Breguet is the potential to expand transdisciplinary discourses and perspectives. Reflecting on Breguet’s heritage of invention and know how [savoir-faire], I aim to explore how our perception of time is constructed, and how contemporary art can represent time occurring beyond the linear. I want this collaboration to show the complexity of a ‘universal’ time, allowing us to recontextualise time across geopolitical divisions, cultural differences, and other boundaries,” says Somi Sim of the project.

Breguet’s lounge, accessible to visitors on the 8th Floor at The Shed, will provide for a unique immersive experience that combines an artistic vision and the art of fine watchmaking.

For the second year of this partnership, Frieze and Breguet take a new approach, appointing curator Somi Sim to oversee four distinct curated displays in the Breguet lounges across the year. An independent curator based between Seoul and Paris, Sim’s curatorial practice engages history, urbanism, design and contemporary art.

Upon visiting the Breguet manufacture and museum, Somi Sim was impressed by the know-how and meticulousness of the Breguet craftsmen, and was inspired by the complex engineering involved in the production of our perception of ‘time’. Setting the scene for the year-long project, the first chapter at Frieze New York is titled ‘Orbital Time’. Featuring works by international artists, including a bespoke installation by the renowned Raqs Media Collective, will challenge notions of standardized time. Reflecting on the art of watchmaking and #Breguet's technical innovations, the presentation will frame horology as a landscape for exploration.


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