Hublot ambassador Maxime Plescia-Büchi. © Hublot SA

Hublot is celebrated for being the most pioneering and original brand in the world of haute horlogerie. The first watch brand to sponsor international football, the first watch company to make an all-black watch with black dial, numbers and hands, the company famously mixes precious and base metals and materials in its timepieces, and counts sports stars and athletes on its roster of fans. Its partnership with London-based Swiss tattoo haute artiste Maxime Plescia-Büchi takes luxury to a different dimension, as Millie Walton discovers through a conversation with CEO Ricardo Guadalupe

Next year Hublot will celebrate its fortieth anniversary. In the world of Swiss watches, that roughly equates to early adolescence, but, as Hublot’s chief executive Ricardo Guadalupe assures me, “You can be young and have success”. This, in fact, neatly sums up the brand’s aspirational ethos and hugely successful marketing strategy. Through select partnerships with the likes of Usain Bolt, Richard Orlinski, DJ Snake and Maria Höfl-Riesch, the brand has developed its own culture encompassing everything from music, sport, cars and contemporary art to luxury destinations such as Courchevel, Zermatt, Saint-Tropez and Mykonos. The idea is, as Guadalupe puts it, “to create a universe of Hublot”.

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Today, the brand has 4.8 million followers on Instagram, which is not only reflective of their young consumer base – 60 per cent of Hublot’s customers are aged between 20 and 40 years old – but also the changing nature of luxury itself. “The young generation don’t have in mind which are the standard brands of [the luxury] industry. When you’re older, you’re less likely to move to another brand, your choices are already made,” explains Guadalupe. “That’s why we speak to very young consumers, as young as fifteen. We want them to one day dream of getting a Hublot watch.”

The Big Bang Sang Bleu II in titanium pavé

This forward-thinking approach is most clearly demonstrated in Hublot’s choice of collaborations and specifically, the brand’s decision to associate with the art world and notable figures from contemporary urban culture such as renowned tattoo artist and designer Maxime Plescia-Büchi who has now been collaborating with the brand for just over four years. “I think they really took a chance on me at every level,” says Plescia-Büchi, but as a Swiss national, watches were already an integral part of the designer’s identity well before Hublot came along. He recalls flicking through adverts for early luxury sports watches in his collection of vintage National Geographic magazines and even once interviewed Jean-Claude Biver (the former president of LVMH Watches and chairman of Hublot) for an issue of a magazine that he was then running. Nevertheless, receiving an invitation to design the iconic Big Bang must have been exciting.

Plescia-Büchi at work on the Big Bang Sang Bleu

“I prepared some quite radical designs alongside some more conservative options,” says Plescia-Büchi, reflecting on the design process of his first timepiece, the Big Bang Sang Bleu. ‘To [Hublot’s] credit, it was 100 per cent their decision to go with the weirder one.” With a few adjustments – “we had a lot to do in terms of translating how to make [the 2D design] into a watch” – the timepiece launched in 2016 with an initial run of 200 pieces. Crafted largely from glass and titanium, the Big Bang Sang Bleu was a celebration of pure form and geometry, taking influences from architecture, philosophy and Plescia-Büchi’s own tattoo designs. The original idea was to feature the geometric pattern printed onto the watch face with the hands on top, but the designer envisioned more depth and suggested using the shapes as the hands themselves. Given the delicate art of watchmaking, the final version, which features three octagonal discs instead of hands to indicate the hours and minutes, is a huge achievement. “Seeing the watch finished,” Plescia-Büchi admits, “was the closest thing to having a child.”

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Hublot’s collaborators, unlike with a lot of brands, work with the watchmaker on an ongoing basis, thus becoming an integral part of the brand’s identity. For the Big Bang Sang Bleu II, which was released at the end of 2019, for example, Plescia-Büchi refined the original design to create a more three-dimensional case and inverted the facets to restore Hublot’s iconic porthole shape. “It’s about combining my DNA and Hublot’s DNA to create something new that is also true and faithful to both of the origins,” says Plescia-Büchi. “Something that I find extremely pleasant is that when you’re designing watches you work over many years on slow incremental changes, which is actually quite akin to designing tattoos. You get time to continue improving the design, which is different from designing fashion, for example, because you have a quicker turnover. You can come up with something crazy and the next season, people will have already forgotten.”

The Big Bang Sang Bleu II in gold

The designer was, in fact, approached by another watch brand before Hublot but declined the opportunity: “It wasn’t the level of prestige where I thought I could be”. Though fifteen years ago, Hublot might not have made the cut. Success truly came from the brand when they started “to connect tradition and innovation,” explains Guadalupe, a concept that is at the heart of Hublot’s universe and rooted in a deep understanding of their consumers’ expectations and lifestyles. “The young generation in particular are looking for something iconic with a strong personality and identity,” says Guadalupe. “For men, especially, a watch is the main way to really differentiate yourself, it expresses who you are.” Part of the appeal of buying a Hublot watch is gaining access to the ‘family’ and all the perks that come with it. Football-loving collectors, for example, are invited to all of the games at Chelsea FC with whom Hublot has an ongoing partnership. Indeed, Hublot was the first luxury watch brand to ever support football, again demonstrating a deep understanding of consumer culture as well as a highly innovative marketing strategy. Since 2008, the brand has been the official timekeeper of all of the UEFA men’s European Championships as well as the FIFA World Cup since 2010, and this year, marks the beginning of the brand’s relationship with UEFA’s women’s football.

When it comes to women’s watches, Hublot is still developing – the brand sells only 25 per cent to women – but their approach is unique in the sense that their designs differ very little for the female audience. With the Sang Bleu timepieces, for example, the ladies’ versions are embellished with diamonds, but otherwise remain the same. Look for a women’s collection on the Hublot website and you won’t find it; the watches are listed only by their collection. “It’s no longer men who buy watches for women as gifts. Women decide to buy whatever they want,” says Guadalupe.

Hublot x Women’s Football

Aleksander Ceferin, UEFA President & Ricardo Guadalupe, Hublot’s CEO

Over the past few years, women’s football has increased significantly in popularity with US-based data company Nielsen revealing that approximately 314 million people are now interested in the game. It is perhaps no surprise then, that Hublot recently announced its support, becoming the Official Partner of the Women’s EURO 2021. “In the end [football] talks to the consumer. It doesn’t matter that not everyone can afford to buy a luxury watch, if they know Hublot is a watch that’s positive,” says Ricardo Guadalupe. But the partnership works both ways. As Guy-Laurent Epstein, Marketing Director of UEFA Events SA, puts it, Hublot’s presence as a world-famous brand is “proof women’s football can be supported on its own merits”.

Find out more: hublot.com

This article was originally published in the Summer 2020 Issue.

French artist Richard Orlinski is known for his large-scale vibrant sculptures

The contemporary art world might turn up its nose at Richard Orlinski’s Disney collaborations, but the French artist couldn’t care less. For him, it’s about connecting with as many people as possible. Here, Jess Brown speaks to the artist about making his work accessible, saying yes to every opportunity and his love of Andy Warhol

Pikachu (yellow resin) by Richard Orlinski

LUX: Can you talk us through your sculpting process? Do you begin by sketching, or by experimenting with your chosen material?
Richard Orlinski: It really depends. Sometimes I start with computers, sometimes I start just by watching nature. I’ve been somewhere like Mexico, for example, watching the animals for inspiration and then I will make a mould. I have so many ideas, I know what I want to do, but what about the size and about the material? So as I said, sometimes I draw the design on computer to try it out and then I 3D print it to see what will happen. So there’s a big block of polystyrene foam and  a real robot picking away at the material until a sculpture appears. Then I can change it by hand and make a mould. For one sculpture, I need 10,15, 20 sometimes even more moulds. These are for the resin and then we stick them together. But I also work with aluminium and stainless steel which requires laser cutting. I’m not working alone though, I work with a big team and together we work out how to fix things. Of course, I have the final say but I always listen to what my team says about the creation – having ten brains is better than one.

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LUX: How long does it typically take to make a piece?
Richard Orlinski: I’m like a kid. I’m always very much in a hurry to make things, but sometimes, it’s not possible to do it quickly. It depends on the complexity of the project and sometimes it can take a very long time. Time can be a real problem if I have a big commission, for example, someone asking for something to be ready in 15 days. Even if the person is offering me billions, it still wouldn’t be possible. Some of my pieces can take six months to create, sometimes a year.

LUX: How do you think your artistic style has evolved over the years? Was there a moment when you felt that you’d found your niche?
Richard Orlinski: I have no red line underneath my work. One day I do, that day I do something else. I find inspiration everywhere and I want to be free, but also for the auctioneer and the art buyer customers to feel free to take what they want from my sculptures. I find it interesting that you can ask three different people about one sculpture and they’ll say something different: ‘Oh it’s against petrol or it’s against pollution.’ People read the piece through their own emotion and I’m okay with that. I love watching kids seeing the sculptures and laughing. For me, it’s about connection and sharing with the world, I suppose that’s my ‘niche’. I’m really mainstream. I like commercial music, I like the things that everyone likes and I don’t want my work to be elite.

One of Richard Orlinski’s resin animal sculptures

LUX: Speaking of sharing and connecting, your work has been exhibited on the ski slopes of Courchevel. Do you ever consider where your work is going to be exhibited when you’re making it?
Richard Orlinski: No, never. In Courchevel, we put animals because it goes with the snow: the wolf, the bear. But you know, my work can go anywhere. Last year, I was in old coal mines in the North of France. All of the people are poor there because there’s no more more work since the mines shut down. I put my sculpture there and they were so happy. I really like that it’s not for money, it’s for sharing and I was so happy to see their reaction. I was supposed to stay for one hour, but I stayed for two days in the end because there were so many people to meet.

Read more: Why we love the ‘Jeux de Liens Harmony’ necklaces by Chaumet

LUX: Do you have a particular type of person that your work is aimed at or is it for everyone?
Richard Orlinski: Any religion, any age, from all kinds of backgrounds. We have sculptures for a million dollars and sculptures for a few euros because I make some co-branding with Disney and you can find a small Mickey Mouse for fifty pounds. I’m very proud of those kinds of collaborations. Many of my followers, don’t have money to buy sculptures, to buy art, but they can maybe afford to buy the Mickey Mouse and they’re proud to show that to their friends. I like this connection with people. Not everyone likes that approach though. I’m not loved by other artists or by the establishment because I break the code.

‘Wild Kong’ by Richard Orlinski

LUX: What draws you to sculpt animals in particular?
Richard Orlinski: It’s really simple. You would have made the same choice. What do you like when you’re a kid? You like to to go to the zoo, you like animals on TV. Basically all of the cartoons have animals in them, and even if you look back historically, humans have always had this connection with animals. Think about ancient Egyptian culture, Greece, all of the old civilisations. So when I was a kid, maybe as young as four years old, I started created small elephants and hippos.

Read more: Jewellery designer Theresa Bruno on authentic bespoke design

LUX: Which artists from past or present have been the biggest influence on your work?
Richard Orlinski: I think maybe Andy Warhol, not so much his work, but I think he is really amazing. He was from the commercial side, he was a publicist and he did so many things. I think if he had internet during his time, he would be huge now. I mean he is still huge now, but he would be like a king of the world because he was making movies, books, kitchen appliances and everything was amazing. Anyway, he started from the commercial side of things and nobody loved him, but I think he opened a way through pop art. I like his mind, his way of thinking.

Richard Orlinski has an ongoing collaboration with luxury watch brand Hublot. Pictured here: Classic Fusion Tourbillon Orlinski Sapphire. Below: The artist wearing the Classic Fusion Aerofusion Chronograph Orlinski

LUX: You also make lots of different things: music, sculpture, fashion. How do your artistic mediums intersect or influence one another?
Richard Orlinski: For me, art is not just sculpture or painting or music – art is everything. Nowadays, we tend to put people in a cage, we categorise them, but I think when you have a certain sensibility, you can feel something about music and about sculpture. At my studio, I have a sculptural studio and my studio for music downstairs. I work with a lot of different people: people from music, people from TV, rappers. It’s a real melting pot. I like this mixed energy.

LUX: Finally, what are you currently working on?
Richard Orlinski: I have so many projects. I’m working now on a club in Belgium, and then we’re going to build a huge disco in Europe. I get a lot of offers for collaboration and I always want to say yes, sometimes I can, sometimes I can’t. I also have my sculptures, of course, and my ongoing collaboration with Hublot. I like doing new things, taking on new opportunities.

Find out more: richardorlinski.fr

French artist Richard Orlinski with two of his T-Rex sculptures

French artist Richard Orlinski is known for his bold, pop-art sculptures, which have appeared at French Grand Prix and on the slopes of Courchevel. Most recently, he collaborated with luxury watch brand Hublot and last month, saw the opening of his first London gallery on New Bond Street. Here, he tells us about falling in love with art, colours, and wild animals

1. When did you first realise that you wanted to be an artist?

I remember very well the moment I had a kind of love at first sight for creation. At school, when the other little boys used to play the brawl, I would prefer to create small terracotta animals. I was only 4 years old when my teacher called a local TV to come and discover my little sculptures. But growing up I ended up choosing a more steady job before I dropped it off to become an artist.

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2. Do you need a specific atmosphere to be able to create?

I don’t need a particular atmosphere to create. Everything inspires me, people’s daily lives, wherever I am, I can find an object, a feeling or an environment that inspires me. Afterwards, I get a lot of inspiration from animals for my sculptures. The first piece of artwork I created was a red resin crocodile. This mysterious animal has always fascinated me and humans in general. It has been on earth for a hundred million years. It is a witness of mankind. My creations are a reflection on the animal instinct and human nature. I have always been attracted to wild animals.

‘Wild Kong’ by Richard Orlinski

3. Many of your recent sculptures have taken the form of a wild animal – which animal from your series do you think you’re the most like and why?

The work with which I identify most is my ‘Wild Kong‘. It is one of my most emblematic works, but it is above all the one that comes closest to man and the human being. Strong and protective at the same time – he is a little bit like the ideal man without the hairs!

Read more: Inside the penthouse apartment designed by Roksanda

4. How has social media changed the art world?

My goal is to make art that speaks to the greatest number. I like to provoke an “immediate emotion” for both adults and children. I attach great importance to popularising my art by making it accessible. I like to exhibit my sculptures for free and in the open air. It’s very important for me. Social media has helped me a lot with that. This world of the instantaneous is quite fascinating.

One of Richard Orlinski’s resin animal sculptures

5. You work with a distinct colour palette, what draws you to those particular shades?

The first piece I ever made was red. I love [to work with] a very colourful palette. All of my resin pieces are so pop and joyful. The pop colours give an immediate feeling especially with children. From one colour to another, the emotions could be different. We’re all time thinking about new colours and we always want to work with new matters, which can change the sculpture’s colour.

6. If you weren’t an artist, what would you be?

An artist!

See Richard Orlinski’s full portfolio: richardorlinski.fr

Ricardo Guadalupe (left) with Richard Orlinski and one of his ‘Wild Kong’ sculptures

Luxury Swiss watchmaker Hublot is letting artists design their timepieces, and their customers and collectors love them. Rachael Taylor examines a new trend in horological branding

Hublot chief executive Ricardo Guadalupe was on a skiing holiday in the exclusive Courchevel resort in the French Alps when he spotted unusual sculptures rearing out of the powdery white slopes. The giant faceted animals, including a howling wolf, a chest-beating gorilla and a bright red Tyrannosaurus rex, were the work of contemporary French artist Richard Orlinski, and this chance encounter with a mountain-top menagerie would go on to inspire a surprise hit for Hublot.

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“Maybe Hublot was surprised, but I wasn’t,” laughs Orlinski, commenting on the success of the first watch he designed for the brand. “I don’t know if I have talent, but with my eyes I can see what people see. I’m a mainstream guy. When I like something, a lot of people like it.”

Indeed, Guadalupe has described the demand for Orlinski’s Hublot watches as “unbelievable”, and impossible to fulfil. The collaboration first started in 2017 with the Classic Fusion Aerofusion Chronograph Orlinski, a polished titanium skeletonised model with a sharply faceted case and bezel that mirrors Orlinski’s iconic sculptures. The Swiss watchmaker, passing creative control to an artist for the first time, created a modest run of 200 watches, unsure of how they would be received. The collection quickly sold out, attracting existing Hublot collectors, as well as aesthetes, art buffs and quite a few of Orlinski’s famous friends who were new to the brand.

Hublot’s Classic Fusion Tourbillon Orlinski Black Magic

Since then, Orlinski and Hublot have partnered to create a further 10 editions of the watch. These include a vivid-red ceramic version that launched last year; the colour, which is technically very difficult to achieve and is exclusive to Hublot, matched a shade applied to many of Orlinski’s sculptures. For luxury collectors, there is the Aerofusion Chronograph Orlinski King Gold Jewellery, a 18ct solid-gold version set with more than 300 diamonds. And at the top of the range is the Tourbillon Power Reserve 5 Days Orlinski Sapphire, limited to just 30 watches, with a case made entirely from polished sapphire crystal.

Read more: Trevor Hernandez’s surreal urban photography

The faceted cases and bezels of Orlinski’s watches dazzle with light and shadow, adding a sculptural edge to the design. Keeping the watch functional, legible and wearable was important to Orlinski, who is himself a watch collector. “I know a lot about watches,” he says, but admits that until this collaboration his hoard did not include a Hublot as it was focused on vintage timepieces. “I wanted to make a mix between a watch and a sculpture – something you can wear every day, not something very strange.”

Hublot was not the first watch brand to come knocking at Orlinski’s door. Others had tried, but they offered the chance to customise rather than create. For Orlinski, this was not enough. “I always declined because they wouldn’t let me do anything,” he says. “Hublot treat me as a watch designer.”

Richard Orlinski

By giving Orlinski autonomy over the watches that bear his name, the mainstream magic that the bestselling French artist claims to wield has rubbed off on Hublot, making it a commercial success, while also giving it a dose of art kudos. The collaboration has also had benefits for Orlinski’s art, as the global exposure he has enjoyed while touring the world for Hublot events has widened his fan base.

Such synergy between the contemporary art and luxury worlds has led to many such hook ups, as brands use artists to inject fresh vigour into heritage labels. Last year, Chaumet celebrated modern African art by enlisting Kenyan graphic designer Evans Mbugua to create a collection of high-jewellery brooches, while Dior invited 11 artists, including Isabelle Cornaro, Li Shurui and Poppy Apfelbaum, to reimagine its Dior Lady Art handbag.

The Classic Fusion Aerofusion Chronograph Orlinski Red Ceramic

“Nowadays, art gives a credibility to brands,” says Orlinski. “A lot of them understand that they have to tell stories; selling things is not enough now. We live in the World 2.0, and things are changing so fast. If you want to stay in the game, you have to be open minded. People want something different.” It’s also, he says, about using popular art to engage with a wider audience: “Even if you are a luxury brand, you have to talk to everyone. If you only talk to the rich people, you’re dead. The brands that don’t change are going to die.”

Read more: Art collector Kelly Ying on the contemporary artists to watch

As art and watch collectors line up to own a wearable piece of Orlinski, Hublot plans to keep this particular point of difference very much alive and ticking. While the core design of the watch will stay true to its faceted form, Orlinski believes there are myriad possibilities for the future, such as fresh colourways, new materials and increasingly complex horological complications. And at Baselworld watch show in March 2019, the first line of Orlinski Hublot watches for women will be unveiled, opening up a whole new market. “This model will evolve a lot,” says Orlinski. “I have so many ideas, we can go on collaborating for 20 years. It’s just a matter of talent, energy and brainstorming.”

Orlinski with actor Jacqueline Bracamontes at the launch of the Mexico variant of his Hublot watch

The case for collaboration

Hublot, like most watch brands, is best known for its sporting collaborations – its long-running partnership with Ferrari continues to be the vanguard of such alliances. Deals like this, and its sponsorship of the Fifa World Cup in Russia last year, are, according to chief executive Ricardo Guadalupe, the “premier league” of collaborations, to use a suitably sporting analogy. Uniting the worlds of timing and art is a less obvious strategy, but brings other benefits that Guadalupe is keen to cultivate.

“We’re always looking for new inspirations, and we have found that we should not stay in our industry, but go outside,” he says. “When you come with something unique and different, I think consumers are really waiting for that.”

Read more: Why you need to see Sarah Morris’ latest exhibition at White Cube, London

As well as working with Richard Orlinski on his hugely popular line of faceted watches (“The demand is still unbelievable. We can’t keep up with it”). Hublot has also engaged Los Angeles-based street artist Tristan Eaton and London tattoo studio Sang Bleu to reinterpret its Aerofusion and Big Bang models.

“[Working with artists] positions us as a trendsetter in creating new designs for watches and this is really important,” says Guadalupe. “We are at the beginning of the process with Richard Orlinski, with the tattoos, so this is something really new that is appearing in our world. Probably it will bring new consumers into our brand, but it also allows our actual consumers that love Hublot to buy a new watch. You must bring always something different and innovative. [Through art] we are creating a new way of making watches.”

Find out more: hublot.com

This article was originally published in the Summer 19 Issue.