Luxury watchmaker Hublot has announced its latest collaboration with American artist Daniel Arsham as its newest brand ambassador. The partnership, which builds on Hublot’s commitment to innovation, creativity, and art, is set to showcase the unique vision of both Hublot and Arsham, blending contemporary art.
In an exclusive interview, the American artist told WWD, “A lot of my work is about investigating our perception of time, how we how we quantify it, how we process it, how we sort of locate ourselves within it,”
Arsham's unique style, which he calls "fictional archeology," incorporates elements of architecture, design, and sculpture to create pieces that blur the line between art and functional objects. His work has been featured in galleries and museums around the world, including the Museum of Contemporary Art in Miami and the Palais de Tokyo in Paris.
The collaboration between Hublot and Arsham will result in a 20-meter-wide sundial that will be carved into the snowy landscape in the upscale ski resort of Zermatt, Switzerland. The sundial is set to be unveiled on Monday morning and will be a diamond-shaped obelisk in the center of the snow.[caption id="attachment_35333" align="aligncenter" width="644"] Paris 3020, Daniel Arsham at Galerie Perrotin, Paris[/caption]
With this collaboration, Hublot and Arsham are set to push the boundaries of traditional watchmaking. Arsham will bring his creative vision to the design of Hublot's watches, creating pieces that not only tell time but also serve as works of art. The collaboration will also include a series of limited-edition timepieces designed by Arsham, further highlighting the unique and innovative approach that both he and Hublot bring to the table.
Arsham's artistic practice centers around a kind of "fictional archaeology," where he takes objects from our present-day experience and projects them into some potential future. In recent years, he has transformed luxury goods and consumer products from brands like Tiffany & Co, Rimowa, and Xiaomi into artifacts transformed by the effects of geological time.
With this collaboration, Hublot and Arsham are sure to create something truly unique and inspiring. The combination of Hublot's precision and craftsmanship with Arsham's creative vision and unique approach to design is a match made in heaven, and we can't wait to see what they come up with.
Stay tuned for updates on this exciting collaboration, as Hublot and Daniel Arsham continue to push the boundaries of what's possible in the world of art and timepieces.