Kenny Scharf reenacting his emoji-like paintings’ emotions with ‘Scardey’ (above his head) and ‘Tribali’ on his side

American artist Kenny Scharf’s work straddles a line between pop-art, street art and neo-expressionism. Through surreal imagery and humour, he challenges the elitist boundaries of fine art. Granted exclusive access to his new LA studio, LUX editor-at-large and artist Maryam Eisler spoke to Scharf about cosmic donuts, emojis and his friendship with Keith Haring.

Photography by Maryam Eisler

Maryam Eisler: You posted on your Instagram page that you found the black hole (referring to your image of a donut suspended in space) long before the black hole was photographed! Tell me about that.
Kenny Scharf: Well, I’ve been making cosmic donuts for quite some time now. I was always intrigued by this theory that the universe was shaped like a donut. I love the way donuts look….so it seemed so natural to do donuts in space! So when I saw the new blackhole image, I said ‘Uhhhh that looks like a donut!!’ I couldn’t help it.

Maryam Eisler: So I cannot help but ask you the question: where do we end up? In the donut’s hole or do we keep sparkling like its sprinkles?
Kenny Scharf: I don’t really know…maybe it’s even more sparkly in the hole!

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Maryam Eisler: Would it be fair to say that you invented the emoji?
Kenny Scharf: I guess I did. I’ve been doing it [referring to the round paintings] for 40 years before the actual internet came about.

Maryam Eisler: So copyright on the emoji?
Kenny Scharf: Yeah I need to get a penny every time someone uses those emojis. Actually I have my own emojis app. It costs two dollars!

Maryam Eisler: You’ve never been about definition, have you? And pretty much spanned across all mediums…
Kenny Scharf: I’m always wanting to break boundaries. If there’s a border, I’m going to go outside of it. You can’t keep me in. That’s against my…everything!

A view into the mezzanine of Kenny Scharf’s LA studio space

Maryam Eisler: Talk to me about New York in the 80s and the confluence of art, fashion, music, and the night clubs.
Kenny Scharf: When I moved to New York in the late 70s, there weren’t a lot of places artists could show their work or even make their work. There were so many young kids like myself who moved to New York with ambition. There were musicians and writers and people in fashion too. So nightclubs were a great venue to do your thing. Not only were nightclubs a place where you could make and show art, but they were also our livelihood. So we worked a couple nights a week and that was all you needed to pay your bills for the whole week, and you were then free to make your art. So New York became a place where you could move to, as a young artist without money, and find your way and meet other artists. It was this whole community that was just there. I feel very lucky that I arrived at that moment in time. But, I think the nostalgia for the 80s is more about the late 70s’. Because by ‘82, people started dying. I was just in my 20s and I was spending most of the latter part of the 80s going to hospitals and funerals and saying goodbye to friends and people. It was just beyond a nightmare.

Maryam Eisler: From Studio 54 to Club 57, tell me about it.
Kenny Scharf: Studio 54, I only went into once. Everyone knows it was a famous disco, a happening place. But my kind of group was more Punk-rock, New-Wave, downtown and very anti-uptown.

Read more: Artist Sassan Behnam-Bakhtiar on the rise of interest in Iranian art

Maryam Eisler: East Village right?
Kenny Scharf: Yeah. At that time, Manhattan was very different with different parts to it. We hardly ever went north of 14th street, and the uptown people never ventured down to our neighbourhood. Club 57 was an amazing place and it did get its spotlight recently. There was a show at the MoMA that highlighted it. It was just this kind of moment. I don’t know if that kind of gathering place exists anymore, now that everything is online and internet-based. It almost harkened back to Berlin or Paris before the war and to these moments where artists got together and created with and for each other, always testing new ideas.

Kenny adding his final touch to an untitled painting depicting a flower arrangement

Maryam Eisler: A form of inner salon of some sort?
Kenny Scharf: Exactly. And the thing that was so good in retrospect, even though we were all dying to be famous and whatnot, was that we had each other to test out whatever we wanted to do. It was very inspiring. You were able to do whatever you wanted to do in the safety of this audience before you went out into the big world. A chance to incubate ideas.

Maryam Eisler: Would that idea of safety and sanctuary translate into your own Cosmic Taverns?
Kenny Scharf: Yes, that idea is definitely about safety and sanctuary. In fact, the very first one I did was around ‘82 and I was living in an old ramshackle townhouse in the middle of Times Square. Keith Haring was my roommate. It was on 6th Avenue and 42nd street. There was so much madness on the street surrounding us that I would create these environments inside, using artificial things – mostly plastic garbage and appliances and stuff which I would find on the street. And I would create this very chaotic artificial environment that actually acted as a refuge. Let’s call it artificial nature for urbanites!

Maryam Eisler: The idea carries on today. I see it here in your studio. It seems like you still work with found objects, recycled plastic and disused garbage ….
Kenny Scharf: I’m obsessed. I’ve been obsessed with garbage all my life. When I first moved to New York in the late 70s, the whole city was garbage. Nobody was picking it up. Everything I needed for my new life was there on the streets: I found my furniture, my clothes. This whole New Wave scene … we were all wearing 50s clothes because we all found them in the garbage! I feel like trash is such an indicator of the society that we live in. Not only does it show a lot about who we are, but I love the idea that these objects were actually used by somebody, and that they have this whole story and life that I don’t know about. And of course, there’s also recycling and the fact that we are drowning in our own garbage!

A view into the ground floor of Scharf’s studio

Maryam Eisler: From garbage to accessible artistic content, philosophically speaking?
Kenny Scharf: Yes. Philosophically, I’ve always been a proponent of accessibility. When I moved to New York in the late 70s, Conceptual and Minimal art were in fashion. I just didn’t like it. It felt too elitist and I don’t want to be elitist. I’m always staggering this fine line because I want to be in museums, that upper echelon of where art is shown, but I don’t like the idea of alienating anyone either. And I mean Joe Blow on the street who may have never read art history or gone into a single museum before! I would like to get those people interested in art and maybe inspire someone with an uplifting message. My language is the language of art so I don’t want to turn off the art-educated either!

Read more: Why you need to see the Luc Tuymans exhibition at Palazzo Grassi

Maryam Eisler: Isn’t art, at the end of the day, about interaction and connection?
Kenny Scharf: Yes, and communication. I have a message. You have a show in a major museum and you are going to get a certain amount of people to go and see it. You do a mural in a high traffic spot on the street, and you’ll get the same number of people, if not more, seeing it every day. I also love the idea that art goes beyond boundaries. Most people think that art belongs on a wall in a gallery or a museum. I think it should be everywhere. I often like to think about ancient civilisations, the Greeks and the Egyptians, and how they infused art into their everyday objects the same way I do. I really believe that by doing this, you elevate your daily existence.

‘I’ve been obsessed with garbage all my life!’

Maryam Eisler: Your emojis are a form of hieroglyphic art, right? Image after image, you try to describe a state of mind, an emotion, a space, a place …. There’s an emotive aspect to your art.
Kenny Scharf: Yes. Communication, feelings, history… Art that I love is art that emotionally gets to me, and I want to convey the same thing to people. I want people to feel.

Maryam Eisler: I love your lack of concern about the monetary value of your art in a world dominated by the $ sign . You paint cars and give them away as long as they’re not resold for gain!
Kenny Scharf: Yes, I’ve done 250 cars. We take pictures. People have crossed the line only two or three times in the past. Not cool.

One of Scharf’s 250 painted cars, utilitarian artworks which he creates for free, with the promise that they are never to be sold for gain

Maryam Eisler: From Cosmic Taverns to Flintstone’s cavern. Where did it all start?
Kenny Scharf: The Jetsons and the Flintstones? Back in the early 80s, when I was trying to figure out how to get myself out there, I realised nobody in the gallery world was going to be interested in me if I just told them ‘Hey I make art! Come and see.’ My whole group was in the street and we met all these graffiti artists with incredible paintings on subway cars; they used the whole city as their canvas basically. Around the Times Square show in ‘81, a lot of downtown, Punk, New Wave art-types like myself, met with all the uptown Bronx graffiti artists, and there was this very interesting cultural mix moment. I had a studio at PS1 and I lived in the East Village so I used to ride my bike at two in the morning down from the 59th street bridge to the East Village and bomb the walls the whole way down. I thought that I wanted to do something that was very personal to me in many ways, the Flintstones! Not only because I grew up with them but because conceptually I love the idea of the Flintstones representing the past and the Jetsons representing the future. And everybody knows who they are. I wanted to do something that people already connected with but that was also part of me. And at one point, the past and the future collided and created mutants which were my own characters.

‘Conceptually I love the idea of the Flintstones representing the past and the Jetsons representing the future. And at one point, the past and the future collided and created mutants which were my own characters.’

Maryam Eisler: So I haven’t brought up Keith Haring and Jean Michel Basquiat purposefully. Could you give me one word, one anecdote or a wonderful memory for each?
Kenny Scharf: I mean I have so many memories. I met Keith and Jean Michel in 1978, basically my second week of arrival from LA to New York. And we all had this instant connection. It’s like when you meet somebody and you don’t really know why you are so attracted to them and vice versa. I met Jean Michel and introduced him to Keith. The three of us were a little bit of a posse. I used to go around with Jean Michel and Keith and draw and paint on the street. One of my first memories was when I went to this apartment where Jean Michel was living; it was just about a block away from where I was living, and I saw these collages he had on the wall and I was just blown away. I swear I almost fell on the floor. It was one of those moments when you see something and there is so much energy coming off this piece of paper that it literally floored me. I’ll never forget that moment.

Maryam Eisler: Can you share your last memory with Jean Michel?
Kenny Scharf: Of course. With Jean Michel, our relationship was not easy. It started off very close and then he kind of turned on me. We had this very volatile relationship where I didn’t know which Jean Michel I was going to get on any particular day, and actually, it was the source of a lot of stress for me. I really cared for him a lot, and he could be really difficult. So in the late 80s, all that amazing explosion from the early 80s, had a little backlash where that kind of expression was not ‘the thing’ any longer and Jean Michel, as always, really took everything to heart and he was just really down. There was this moment where I remember connecting with him on the street, where he could look at me not as competition and an enemy anymore and realise that we were both on the same side of the line; he let down the guard. We had this special moment. I didn’t know he was about to die.

Maryam Eisler: I read the book The Widow Basquiat. It seems like he did that uncertain thing to everyone?
Kenny Scharf: He did it to the ones he cared about. He was always testing. He was really…very…disturbed. He really was.

Maryam Eisler: A sign of artistic genius, perhaps?
Kenny Scharf: Yes, I know.

Untitled 2019 by Kenny Scharf

Maryam Eisler: What was your last memory with [Andy] Warhol?
Kenny Scharf: Right before he went in for the gallbladder surgery, I remember having a similar thing as I did with Basquiat – not that we ever had any down times because Andy was always great to me. He was always very supportive. But I remember…I dunno maybe he wasn’t feeling well or something. I remember I was in a restaurant and there was an emotional connection where I really felt something strong with him. Then I went to Brazil a week later and actually Keith [Haring] was with me when we found out about his death.

Maryam Eisler: And lastly, with Keith?
Kenny Scharf: I was the last person to be with him. So I was sitting with him and he wasn’t able to talk anymore. There’s no way I cannot cry, talking about my last moments with him. He was very agitated and I just told him ‘I know you can hear me’; I also told him that he should just calm down and relax because I was with him. And as his body relaxed, I said ‘You know you’re going to live on forever.’ I was telling him everything I believed and felt….It was really hard…losing my best friend.

Maryam Eisler: For you personally, to perform the act of creation, do you have to be at an emotional high or low? Are you really that happy-faced person?
Kenny Scharf: Sometimes. All the emotions, I am. I am a happy person. I’m an optimist despite a million things that are freaking me out. My feeling is that if I’m not an optimist, then I will kill myself. So I force myself to be optimistic no matter how I may be feeling inside. I take the stance and I do it. Because I’m here and I want to make the best of it. Now, I have grandkids and I’m really freaked out about the world they’re inheriting, so I have no choice but to be an optimist for them.

Maryam Eisler: Speaking of the world, one word on Trump?
Kenny Scharf: Piece of shit. Or just shit. Everything about what he represents is the antithesis of everything that I believe in. I’ve always felt that way all the way back to the 80s. I actually met him ten years ago, and I was so freaked out by his lack of normal decent connection. He was just so creepy. The whole thing nauseated me so much. The day of the election I couldn’t stop crying. I cried for a week. It was devastating and here we are two years later, and I still cannot believe this has happened. His name and the word President do not go hand in hand.

Maryam Eisler: You are now back in LA , your ‘home’? You left the concrete for greener pastures and blue skies, with a much more laid back attitude and even more space? And, of course, your family.
Kenny Scharf: I love it here. I was bouncing back and forth between LA and New York but when my grandson was born I realised that I didn’t want to be away anymore. I am completely in love with my grandkids. Obsessed in fact. I never realised how great being a grandpa was actually going to be.

Kenny Scharf’s solo exhibition ‘blue blood’ runs from 2 May to 28 July 2019 at the David Totah gallery, New York City

Discover Kenny Scharf’s portfolio: kennyscharf.com

The artist in his signature (dis)guise in Hong Kong

Street artist Alec Monopoly’s distinctive creations are a blend of subversive graffiti culture and post-pop colour. And he has now been tasked with rejuvenating the culture at watch brand TAG Heuer. Nathalie Breitschwerdt catches up with the elusive – and anonymous – LA-based graffiti genius.

The manufacture of luxury watch brand TAG Heuer consists of a series of modern buildings on the edge of La Chaux-de-Fonds, in western Switzerland. The town is built on a US-style grid system, seemingly at odds with the rolling forested hills of the Jura that surround it.

Inside, it’s as you would expect a high-end watch factory to be. A sanitized workshop floor contains rows of technicians piecing together different watch components; other rooms contain test laboratories and machines for finishing the timepieces.

Walk from the workshop through some connecting corridors to the corporate offices, however, and you are greeted with an extraordinary sight. It is a glass-walled room with paints, canvases and strikingly colourful artworks, finished and in progress.

There was no artist at work on the day we visited – he was back in his home city of New York – but Alec Monopoly is no ordinary artist in-residence. Not long ago, his art was illegal. A graffiti artist, his trade involved tagging (painting) buildings – other people’s buildings – with his distinctive design. Monopoly developed a cult following on Instagram, and was then discovered by pioneering, maverick watch CEO Jean-Claude Biver. A key player in the revival of the luxury watch industry and now head of the LVMH watch division (which includes TAG Heuer), Biver made Monopoly a brand ambassador, launching the partnership at Art Basel Miami. Explaining why the artist would be given his own studio up in the Swiss mountains, Biver explained that Monopoly would play a key role in updating the brand for the new generation. “The most important thing is that Alec will be our art provocateur,” Biver said. “He will bring his influence inside the company. He will infuse the culture of TAG Heuer. That is the real job.”

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Monopoly’s real identity is still a secret: he hides his face behind a red bandana. But his post-Roy Lichtenstein takes on pop culture characters (and specifically the banker from the Monopoly board game) give him a universal and instantly recognisable appeal – as does his nuanced take on the world’s economic system.

Monopoly’s artworks are now appearing in TAG Heuer stores around the world, and he is more likely to be courted than taken to court by the property world now.

Alec Monopoly’s depiction of TAG Heuer ’s CEO Jean-Claude Biver at Art Basel Miami

LUX: When did you start making street art?
Alec Monopoly: I have been painting on the streets of New York since I was 12 years old. Growing up in the city, I loved skateboarding and the graffiti culture in the city. In 2008, I moved to Los Angeles and that’s when I started integrating my artwork into street art. I was a graffiti artist before and that’s when I became a street artist.

LUX: How has the perception of street art changed since you first started?
Alec Monopoly: It’s changed big time. It’s become more accepted into pop culture recently, whereas before it was much more frowned upon. In the early days especially, graffiti was looked on as pollution and destruction, but now it’s transforming the grey walls of cities into things of beauty. If you look at the Miami Design District and Wynwood, it’s changed a dangerous neighbourhood with abandoned buildings and actually turned it into something beautiful. Take a look at the Wynwood Walls where some of the best artists in the world come to paint; it’s a great example of how street art has been accepted into society.

Read more: Megan Balch & Jaime Barker, Founders of Flagpole on their inspirations and creative process

LUX: Tell us about your fascination with the Monopoly Man.
Alec Monopoly: I started painting the Monopoly Man in 2008 when the economy started to dip. I was playing the game Monopoly, which I love, and was watching the news where I saw Bernie Madoff being arrested. I remember thinking how ironic that situation was, as he sort of looked like the Monopoly Man. There was so much meaning to it. People really connect with the Monopoly Man, so that’s when I started painting him for fun in the street. Originally it was for fun, but it also became more real due to the situation. That’s when I started spreading more intricate characters into my paintings, like Robert De Niro, Twiggy and Jack Nicholson.

An Alec Monopoly creation in Miami’s Design District

LUX: Why do you think your artwork is in such high demand?
Alec Monopoly: People can really connect with my work. I create a lot of work that has a positive message; it’s fun and brings happiness to people. A lot of people have found that my work is inspirational. Having the Monopoly Man with bags of money and seeing him run with them, it’s kind of like a good luck charm, which you see in the offices of CEOs. Now, I draw a lot of inspiration from life: travelling, meeting new people, experiencing new things. I truly live through my artwork and express who I am as a character, as a person, through my paintings. I think it’s important for an artist to express themselves through their work in a way where people can see life through their eyes – my eyes.

LUX: Are there certain places in the world that are “street art hubs”?
Alec Monopoly: I would say there are different cities where street art is more popular. Berlin would be one of the top cities for emerging street artists and for street art in general because it’s more accepted into the culture there. I would say LA is great due to the massive walls throughout the city and then, of course, Miami Wynwood is the Mecca of street art, for now.

Alec Monopoly tags for TAG at a pop-up store in California

LUX: You’re a brand ambassador for TAG Heuer. How did that come about?
Alec Monopoly: It came about through an organic relationship with Mr Biver. We met in the south of France in my studio and created a relationship. I was really taken aback by him – he’s a genius. He’s like the Steve Jobs of the watch industry. Hearing him talk and his passion, we really connected as I have a great passion for watches myself. My dream has always been to create a watch with my artwork in the dial. We really saw eye to eye with the collaboration and it’s been an amazing journey for both of us. All the watches sold out immediately!

LUX: Is it strange for a street artist to be associated with a luxury brand or do you see it as a step in the right direction?
Alec Monopoly: I definitely think it’s a step in a positive direction. I’m very picky who I do brand collaborations with, but I think TAG is the perfect fit. It’s the perfect vehicle to pursue one of my dreams, which was to put my art inside a watch. I was very happy to do it.

Read more: Luxury in the treetops at Chewton Glen

LUX: Anonymity and graffiti seem to go hand-in-hand for street artists such as Banksy and yourself. Why is that important to you?
Alec Monopoly: For me, it represents the freedom to keep painting in the streets where I would like to paint. I paint in some places where it’s kind of a grey area with regards to the law, so it’s important to remain anonymous. It’s kind of fun too; I can take my hat, my mask and my jewellery off and no one really knows who I am – it’s kind of nice to have that double life. It’s very interesting that when I cover my face people recognise me and when I don’t, people have no idea who I am. It’s the weirdest thing!

LUX: How do you define art and its purpose?
Alec Monopoly: I see art as very important for culture. It’s a way of seeing what’s going on in that part of history and what’s going on in the world. For me, it’s a form of therapy and expression, but it also brings happiness to other people’s lives. When I’m painting one of these graffiti walls, I’m transforming that neighbourhood through bright colours. People driving by, kids growing up there – I try to bring them as much happiness as possible. I’ve met kids who started painting their own versions of the wall and creating their own art, which is really inspirational to me.

LUX: What do you do when not making art?
Alec Monopoly: Honestly, I’m always creating art. Yesterday I was at the beach and started making these drawings in the sand – I can’t even relax when I’m at the beach! I love art, it’s who I am.

View Alec Monopoly’s portfolio of work at alecmonopoly.com and Tag Heuer’s collections at tagheuer.com

The Hublot boutique in the IFC Mall, Hong Kong

Jean-Claude Biver was celebrated as the saviour of the luxury mechanical watch industry when it was threatened 40 years ago with virtual annihilation by the rise of battery-powered watches. Now head of watches at the world’s biggest luxury group, he explains how the melding of high and low culture is the best chance of the industry’s survival for the next decades.

Jean Claude Biver

The promotion of luxury goods using so-called low culture is a relatively new development. Nobody could have imagined this in the past. Fifty years ago, nobody would have believed that football could be an appropriate arena for luxury. And in some parts of the world it remains so; for example, in China, sport is still not considered a part of luxury. It is only recently, under the initiative of President Xi Jinping, that entrepreneurs are being encouraged to invest in sport.

This change towards the popularisation of luxury culture is not just in my sector, that of watches, it is across the luxury industry in general. Years ago, who would ever have conceived of jeans selling for more than $100? We have seen it in fashion, which is taking a lot of inspiration from the street, and in music. Look at rappers, with music coming from the street. Today, we really have a mash-up: luxury went down to the street, and street goes up to luxury. It’s like a shaker. Everything was previously stratified into classes but now they are being all mixed up and everyone takes inspiration from each other. It started a while back. The first people to do this were English musicians such as The Beatles, The Rolling Stones and The Animals in the 1960s, who dressed totally disruptively when everyone was making their children mini papas and mamas, going to church with their blazers and fine-wool trousers. Now the difference is that it’s not just the guys from Liverpool and Manchester changing everything, it’s the guys from the ghettoes, too. And it’s a global attitude.

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The most significant indication of this trend for me is that Hublot has become extremely successful with a very big turnover in China, where five years ago, we could barely sell one watch. Everyone was saying that in China they do not perceive sports watches as being part of luxury; they wanted wonderful dress watches like Vacheron Constantins and Patek Philippes instead. Zenith [Biver’s traditional watch brand] was outperforming other brands in China, and now Zenith is selling less than Hublot because young Chinese people refuse to wear the watches their parents were wearing. They don’t want to buy classical watches any more.

It’s the same with other goods; people don’t want classical furniture any more, they want modern furniture. People want contemporary art because a new generation brings with them new trends and influence. We are now in the middle of a change of generation and this movement will be very strong. By 2030, in just 13 years, those people who will be shaping the century will have been born between 1990 and 2000, they will be between 30 and 40 and will be bringing a huge change in culture and philosophy. You can see it happening now. Check how many 18 year olds drive cars – they are not interested anymore – and very few are wearing watches. Every generational change brings with it new trends into markets, and if a brand doesn’t get it, the brand will disappear.

Read next: The first comprehensive Jasper Johns exhibition in the UK in 40 years

Examine what is happening all around us now: Supreme surfboards have teamed up with Louis Vuitton, yet a few years back could you have imagined a luxury brand doing a partnership with a surf brand? Classical brands will shrink, though they will not disappear. A very classic car make such as Bentley, when it was in the hands of the British, was shrinking and slowly dying but then the Germans bought it and decided to modernise the brand. The old generation objected but whatever doesn’t evolve will die.

And while there are exceptions – for example, a Submariner or Daytona watch from Rolex – almost everything has evolved. And even if you take a look at those watches, you will see that they have undergone a subtle but significant evolution over the years. This happens even with contemporary brands – take Google’s first logo and its logo today; the evolution has been enormous.

The success of Hublot Boutiques, such as this one in Beijing, is down to the rise in interest of a young generation in the brand’s watches

We now have different luxuries which we didn’t have before. The idea of accessible luxury was previously inconceivable. This is because we have promoted luxury through marketing, rather than through prices, which blurs boundaries. For the super-rich now, luxury means uniqueness, something others cannot buy, which is why Lapo Elkann has started Italia Independent, creating bespoke cars which other people cannot get or buy. That is top luxury. And there is a scale. A young woman dreams of a Hermès bag in leather; the next step up is crocodile, then with a gold clasp, then with a gold clasp with diamonds, becoming more and more exclusive. Then you end up having something nobody else has.

The association of luxury with street culture, and the blurring of lines, is becoming stronger all the time. You have rappers who sing “F*** your mother” and they are invited by President Obama to have dinner at the White House – it is incredible. Similarly, designers don’t know where to find ideas. Punk hairstyles, tattoos all over your body: these are underworld or underground concepts that have become socialised. Forty years ago tattoos were for the criminal underworld, David Beckham socialised them, now every millionaire has one.

I can’t pass judgement on whether this is good or bad – it just indicates the socialisation of our society. And social media, a key vector in that change, makes life much more difficult for brands, because your brand is an environment which is much more competitive. On social media every brand has the same share of voice as yourself; and now the young generation has a lot of curiosity and much less loyalty to brands. So that makes it more difficult.

Read next: Meet the artists who blur the boundaries between words and pictures

Our greatest challenge is to see if we can seduce this young generation to wear watches. The biggest asset our industry had between 1980 and 2010 was the Swatch effect. It was a 50-dollar watch, but it was full of colour, innovation, joy of life; it was fashionable. People could wear it without it looking like a stupid cheap watch. So every child was suddenly wearing a watch. This young generation, born in the 1970s, have been wearing watches since they were 10. They graduated onto their next watch, an IWC, a Rolex, eventually a Patek Philippe, all started by that first purchase of a Swatch.

Now the question is, who promotes watches to children? We hoped Apple would have, but it doesn’t seem children are wearing Apple watches, and we might have a problem later, because this generation does not wear a watch now and may not do so later. For them, it doesn’t seem natural to wear one; people feel more comfortable having a tattoo on their wrist than a watch. It’s a big and educational challenge for the industry. We have to do some fundamental work which we never had to before. Once, it was normal to wear a watch; twenty or thirty years ago, 99 per cent of people were wearing a watch. Now few of this new generation think that a watch should be worn.

And so, bringing the argument back full circle, we try to make this young generation dream about us by entering their lifestyle, and when our brand starts to belong to their lifestyle, if we are considered part of it, we have a chance they will buy our watches. And we reach their lifestyle by following their influencers. If you go with Alec Monopoly, he’ll be an influence on them; when we associate ourselves with One Republic, that is another. It’s not about product, it’s about lifestyle and our brands being part of it. If you want to seduce them with gold watches, forget it; that’s not what attracts them. To seduce the new generation, we must understand their lifestyles.

Jean-Claude Biver is president of LVMH Watch Brands and chairman of Hublot.