March 9, 2023    |    

Daniel Arsham Joins Forces With Hublot As Brand Ambassador

Hublot has announced the appointment of American contemporary artist Daniel Arsham as their new Ambassador, as part of the company’s ongoing efforts to stand out in the industry. Daniel is based in New York City and is known for his impactful works across different mediums, including painting, sculpture, installation, and film. He has frequently explored the concept of time throughout his career, particularly through his Connecting Time series of works and his iconic Hourglass.


To celebrate the new collaboration and the connection between watchmaking, art, and craftsmanship, Daniel will reveal a temporary 20-meter sundial installation called Light & Time in Zermatt, Switzerland, an iconic mountain resort famous for its Matterhorn peak. The installation uses natural elements to merge the roots of timekeeping with land art, and the functioning outdoor timekeeping mechanism is based on the shadows cast by the quartz crystal-shaped obelisk. Arsham has combined form and function, creating the sundial out of the natural elements in the Swiss Alps, including snow and light, to connect his own crystalized universe with Hublot’s Swiss watchmaking heritage and history. The sundial features design elements that echo Hublot’s signature style, such as the famous screws that hold the Big Bang’s bezel in place. However, the installation can only be viewed from the top of the mountain, and art enthusiasts will need to use Zermatt’s ski lifts to access it.


Daniel’s collaboration with Hublot comes at a significant time for the artist, as it marks 20 years since he was awarded the Gelman Trust Fellowship Award and won the prestigious GNMH Award, which brought him to the attention of the art world. He has since become one of the most influential and sought-after contemporary artists in the industry, exhibiting his works in major cities worldwide and collaborating with brands such as Porsche, Dior, and Pokémon.

Zermatt was the natural choice of location for the collaboration, as the resort town already carries Hublot signage and uses Hublot clocks to keep time. The wood-panelled, chalet-style Hublot Boutique Zermatt and the Hublot-Express high-speed chairlift, which takes visitors to the top of the mountain, further emphasize the company’s connections with the town. Hublot’s relationship with the art world is also well-established, with the company celebrating ten years of “Hublot Loves Art” in 2021. Daniel Arsham joins the impressive roster of ambassadors from the worlds of art and music, such as Richard Orlinski, Takashi Murakami, Maxime Plescia-Buchi, Lang Lang, and Samuel Ross.