Meet James Goldcrown
"You can only get lost in time, love, and on the 101."
Walls of Love, Stories in Colour
Born in West London and now based in Los Angeles, James Goldcrown is a self-taught artist whose creative journey began in fashion photography before leading him to street art. His signature Bleeding Hearts motif emerged unexpectedly in the studio, evolving into an internationally recognised symbol of love, hope, and human connection.
What began as a spontaneous creative moment has transformed walls across New York, Los Angeles, Miami, Tokyo, and beyond into vibrant landmarks of optimism. Today, James' work spans public murals, galleries, and collaborations with global brands, always carrying the same intention: to create moments of joy, connection, and positivity through art.
Where Art Keeps Time
For this collaboration, James Goldcrown brings his iconic Bleeding Hearts into a new medium, where contemporary art meets Swiss mechanical watchmaking. Inspired by VIEREN’s bold rectangular silhouette, the artwork was thoughtfully reimagined for the dial, preserving the movement, energy, and emotion that define his murals while translating them into the precision of a finely crafted automatic timepiece.
The result is a meeting of two disciplines—instinctive artistic expression and meticulous Swiss craftsmanship—where colour, composition, and movement are carefully adapted to a completely new scale. Rather than reproduction, the dial becomes a reinterpretation of James’ visual language, creating a collector’s piece that celebrates creativity, individuality, and time itself.
“I truly believe that seeing these walls all over the world brings peace to people's minds.”
Every Heart Has a Story
James’ career has been shaped by instinct, perseverance, and unexpected moments. From struggling to make rent in New York to selling out at Art Basel in just two hours, each chapter has reinforced his belief that creativity flourishes when you trust the process. His Bleeding Hearts have become more than a recognisable motif—they are a visual diary, layered with emotion, imperfection, and the complexities of love, healing, and human connection.
This collaboration captures that same spirit, preserving a moment of his artistic journey in a form that can be experienced every day. It becomes a translation of his visual language into permanence—where fleeting expression is held within the precision of Swiss watchmaking.
"Art is a personal, yet universal love language."
From Wall to Wrist
Transforming a large-scale mural into the dial of a timepiece required both artistic intuition and technical precision. Rather than simply reproducing an existing work, James approached the dial as its own canvas, carefully adapting colour, composition, and movement to complement VIEREN’s distinctive case while preserving the spontaneity that defines his practice.
Every detail reflects the balance between expressive creativity and exceptional craftsmanship—a collaboration where neither art nor engineering takes precedence, but instead work in dialogue. For James, the process becomes an extension of his studio practice, where instinct and spontaneity remain central even within the constraints of precision design.
"For me, some of the best moments are when I'm spontaneously inspired."
James Goldcrown
Meet our Artists
Roberta Boffo
Ink Artist, Milan
Known for her intricate monochrome works, Roberta Boffo’s practice began as a personal ritual and evolved into a meditative exploration of form. Her work balances precision, intuition, and quiet complexity.
Cosmodernism
Multidisciplinary Artist, Katowice
Working under Cosmodernism, Kamil Czapiga merges science and art through fluid dynamics and abstract compositions. His work captures ephemeral moments suspended between structure and chaos.
Kelly Violet
Tattoo Artist, London
Recognised for her dark florals and baroque detail, Kelly Violet’s blackwork tattoos blend delicacy with intensity. Rooted in a punk DIY ethos, it reflects the elegant decay of a chrysanthemum in full bloom.
Sébastien Preschoux
Optical Artist, Paris
For over two decades, Sébastien Preschoux has explored line, geometry, and perception. His work transforms precision into immersive optical compositions defined by a disciplined, handcrafted approach.