The Swiss watchmaker continues its quest to be first, unique and different by announcing the American contemporary artist Daniel Arsham as a new Ambassador.

Based in New York City, Daniel is known for his powerful works across film, painting, sculpture and installation and he has frequently explored the concept of time throughout his oeuvre, particularly through his Connecting Time series of works and his iconic Hourglass.

To start the clock on the new collaboration and to celebrate the eternal links between watchmaking, art and craft, Daniel will unveil a 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. 

“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. 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.”

” Time is so related to the things that I make in my own work. This interest in archeology, a lot of my work deals with contemporary objects as if there are being viewed in the future, like a kind of fictional archeology. I think in our daily lives, the way that we interpret time and where we sit in it, has so much of an effect on how we interpret culture and basically how we live. So engaging with a company and a brand that has that as its core ethos is helpful”