Lorenzo, Petrantoni is famous for his unique sensitivity to the graphics and the exquisite novel illustration works and especially designs the 5 style watch for Swatch. The art blending with the watch making is not only the design concept that Swatch brand has adhered to for a long time, but also the heartfelt praise of the artists’ innovation and the artistic achievement. Sine the middle of 1980s, Swatch cooperates with the famous visual artists regularly and has launched many amazing creative works. Swatch has worked with many avant-garde artists who hope gain the recognition and are creative, including Keith Haring, Kiki Picasso, Alfred Hofkunst, Mimmo Rotella, Alesandro Mendini, Ivan Navarro and Jean-Michel Othoniel.
As an important part of the Swatch Graphic Designers Collection, Lorenzo Petrantoni designed 5 distinct but unusual and wonderful works. The complicated book pattern reorganization style makes conflict contrast with white and black color and shows the modernist patch manual style that printed delicately in the smooth silica gel straps of different watches, disorderly and orderly, nature and meticulous. The printing process of the new Swatch watch has extremely fine quality and every detail of the art works can be represented accurately and displayed across the board. Besides, the dial of each watch has the logo of Swatch and create the amazing 3D effects
Lorenzo, Petrantoni was born in 1970 in Genoa and went to the Milan University to specialize the graphic design and after that worked as the artistic director in France and had gained the initial success in career. After back to the homeland in Italy, he extends his painting talent to the illustration field. His works are delicate and complex and most of them are inspired form the paintings in the early 1800s. Especially he was influenced by the old dictionary in that time. From these materials, he regained those long-forgotten images and regrouped them with the attitude of the 21st century audience to re-create. Not surprisingly, the works of Petrantoni have been exhibited in international art exhibition and are widely used in a number of the popular global business advertising, well-know magazines and newspapers.
Lorenzo Petrantoni explains his design inspiration like this: “the innovation blends with the old and the past blends with the present each other. All of those are gathered in one unique works. The five watches in the collection are the best examples of this perfect combination. In their design, you can see the symbolic elements which can be traced to 19th century such as the decoration, the figures, and letters and so on. For me, this is an amazing, surprising and stunning design journey. In fact, the original intention of the design is to restore the vitality of lives to figures and elements which had appeared in our lives once, but now they are gradually forgotten in the corner of bookstores. With the younger and fashion Swatch brand, make them breathe the modern air again and coruscate the beautiful temperament. Needless to say, there is any brand like Swatch to integrate these elements into our current era with passion.”
