Raymond Weil × Basquiat • A Timeless, Immersive Platform Inspired by an Artistic Legend

Swiss watchmaker Raymond Weil is known for its precision and innovation, as well as its rich catalog of collaborations with iconic musical artists. In 2023, the brand set out to do something wholly new: a first-of-its-kind partnership with iconic visual artist Jean-Michel Basquiat that aimed to fuse the artist’s chaotic vibrancy with Raymond Weil’s signature elegance. The brand partnered with us to realize this vision in the form of an immersive platform design that blends the meticulous craft of Swiss watchmaking with the spirited expression of Basquiat’s art.

Early in concepting the immersive experience, we aimed to explore the intersection between the chaos of the artist’s studio with the meditative experience of traversing a museum gallery: sophistication, also a characteristic of Raymond Weil’s watches, meets the busy, emblematic elements of Basquiat’s workspace. This included mirroring the multicultural influences and mystique of the artist, whose work was deeply rooted in identity and cultural heritage.

“When crafting these kinds of experiences, the key is to establish a canvas that not only respects but elevates the product. This foundation can then be layered with subtle, yet powerful micro-experiences that enhance the overall presentation,” says Andrew Verhulp, Group Creative Director. “When drawing inspiration from a visionary artist like Basquiat, we can infuse creativity and confidence into every element, ensuring that the brand’s message is not just seen, but felt.”

Interactive hotspots invite them to engage with various elements of the page that are threaded together by colorful lines, which mirror the watch’s aesthetic and serve as pathways toward detailed looks behind the scenes. Sound design played a crucial role in enriching the narrative, from the ticking sound of the watch to jazz tracks that reflect Basquiat’s practice of painting while listening to the genre. One track features audio elements like the bustling streets of New York, where Basquiat called home, and snippets of Spanish representative of his cultural heritage and the integration of American Puerto Rican slang in his work.

“I’ve mixed in street ambience that acted as a canvas for Basquiat, with jazzy, hip-hop beats. To give the scene depth, there are interview quotes from Basquiat,” Jurgen van Harskamp elaborates. The result is a dynamic campaign microsite that invites users to explore the intersection of time, art and cultural identity.

The Raymond Weil x Basquiat immersive web platform underscores the brand’s commitment to celebrating art in all its forms, as well as Basquiat’s enduring relevance in contemporary culture. Through an innovative mix of interactive elements, audiovisual storytelling and excellence in interactive platform development, the campaign microsite successfully encapsulates the essence of both Raymond Weil and Jean-Michel Basquiat.