After 10 years of “Hublot Love Art”, now the Swiss watchmaker is celebrating it by announcing their new ambassador, Daniel Arsham. Based in New York City, Daniel is known for his powerful works across painting, sculpture, installation, and film.
The new collaboration will unveil a temporary 20 meter sundial in the snowscape of the Swiss mountain resort of Zermatt, in the shadows of the Matterhorn, the most recognizable peak in the Swiss Alps. Using natural elements to merge the roots of timekeeping with the craftsmanship in land art, the ephemeral installation was titled Light & Time.
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“I’ve been watching Hublot and the projects it has supported in the contemporary art space with great interest for many years, and admired its audacious approach to watchmaking, design and craft. The Art of Fusion remains one of the smartest projects in watchmaking.” said the contemporary artist.
Daniel has blended form and function, since his timekeeping installation is based on the shadows cast by the quartz shaped obelisk. As the sun moves throughout the day, the shadow cast by the central pointer indicates the time in the raked snow.
He combined snow and light, to connect his own crystalized universe with the heritage and history within Hublot’s Swiss watchmaking craft. Integrating familiar cues such as the famous screws that hold the Big Bang’s bezel in place, will echo Hublot’s design language. On top of that, it will only be visible from the top of the mountain, so Zermatt’s ski lifts are needed.
“I love how Hublot crafts ideas, influences and materials together to create unique, defining forms. It is of course a special moment joining the Hublot Family and I’m super curious to execute the Hublot x Daniel Arsham sundial project in Zermatt.
Physically, the temporary installation will capture something of how fleeting time can feel, but it will also be lasting, creating a memory that transcends the passing of the seconds, minutes, hours and days in all those who make the journey up the mountain to see it.” he explained.
Not only Zermatt was a natural location to explore the collaboration, since 2017, Hublot had introduced limited-edition watches celebrating the loyal bond that ties Hublot and Zermatt together. Even most of the visitors use the Hublot-Express high-speed chairlift that climbs 954 meters up the mountain to the top station. Therefore, Hublot had no doubt that this project would become a huge triumph. Hublot loves Daniel Arsham!
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