Limited Edition

The Scream, Reimagined in Neon

The Scream, Reimagined in Neon

In 1893, on a walk above the Oslo fjord at dusk, Edvard Munch watched the sky turn blood red and sensed, in his own words, an infinite scream passing through nature. He gave that moment a figure with its hands pressed to its face, and The Scream became one of the defining images of modern art.

More than a century on, the painting returns as a watch dial. Here it is recast as a modern pop culture artist would create it, with Munch's emotion left intact and everything around it belonging to our time. The story unfolds in three parts below.

Price£990Doors open 5 Oct · 15:00 BST

The story

LOOKING IS ONLY HALF THE PLEASURE.
The other half is wearing it.

LOOKING IS ONLY HALF THE PLEASURE.

In our imagined studio, art history gets an unexpected visitor. A little pop. A different attitude. And a detail that refuses to stay in its own century. Sorry, Edvard. We couldn’t leave it alone. A familiar masterpiece. A rather different way to enjoy it. Our next limited-edition watch brings together the world of The Scream and an unexpected pop-art twist. The full picture arrives on 5 October.

SORRY, EDVARD. WE TOUCHED IT.
Some classics are too tempting to leave alone.

SORRY, EDVARD. WE TOUCHED IT.

You know the painting. You don’t know what we’ve done with it. In our imagined studio, The Scream gets a pop-art interruption. Familiar at first glance. Delightfully unexpected at the second.

QUIET ROOM. LOUD COMPANY.
Not every glance is about the time.

QUIET ROOM. LOUD COMPANY.

That extra glance at your wrist. The colour that catches you off guard. The little smile you keep to yourself. A small pleasure, worn for no one but you. The room got quieter. The art didn’t.

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