Daniel Arsham Becomes Hublot’s New Ambassador in a Bold Celebration of Time
Hublot has named Daniel Arsham, the American contemporary artist based in New York, as its latest brand ambassador. The move signals a collaboration built on shared interests in time, perception, and the future of luxury design. Ricardo Guadalupe, the CEO of Hublot, praised Arsham as one of today’s most compelling talents in contemporary art, noting his bold and innovative approach to creative work.
Arsham describes his practice as a study of how people perceive time, how it is measured, and how that measurement shapes our sense of place within it. His perspective brings a distinct lens to Hublot, aligning the watchmaker’s heritage of precision with a forward-thinking, artistic viewpoint.
The first project arising from this partnership will showcase a striking black sundial sculpture standing twenty meters tall at the exclusive Zermatt ski resort in Switzerland. The installation is aimed at merging art, landscape, and mechanical thought, inviting visitors to reflect on the passage of time as they explore a high-altitude environment famed for its natural beauty.
Arsham has become known for transforming luxury and consumer products into unique, collectible pieces. His past collaborations with renowned brands and institutions have reframed familiar objects through a contemporary art lens, giving new life to familiar forms while challenging conventional notions of value and function.
Joining Hublot’s roster of notable collaborators, Arsham enters a circle that already includes Takashi Murakami, Chiara Ferragni, Samuel Ross, and Kylian Mbappé, among others. The ensemble underscores Hublot’s ongoing strategy of pairing high-impact art with innovative timepieces and a willingness to explore cross-disciplinary creativity across different markets in North America and beyond.
As the partnership takes shape, observers in Canada and the United States can anticipate a blend of Arsham’s sculptural vocabulary with Hublot’s watchmaking technology. The collaboration promises limited-edition works and experiential installations that reinforce the brand’s positioning at the intersection of art, craftsmanship, and lifestyle for a global audience.
The evolving relationship between Arsham and Hublot illustrates a broader trend where artists and luxury brands co-create experiences that transcend traditional product categories. By weaving time, perception, and material innovation into a shared narrative, the partnership aims to reach collectors, enthusiasts, and curious fans across North America while inviting new audiences to engage with contemporary art in public, immersive settings. The result is a dialogue that respects the technical discipline of watchmaking while embracing the imaginative potential of sculpture and design, offering a fresh perspective on what a modern luxury brand can represent.
In this broader context, the Arsham-Hublot collaboration stands as a testament to how time itself can become a canvas. It invites spectators to reconsider their relationship with timepieces, objects, and the spaces where art and engineering meet. The project also demonstrates how a luxury label can cultivate cultural relevance through strategic partnerships that resonate with diverse audiences, from art lovers to travelers seeking memorable, meaningful experiences in some of the world’s most scenic destinations.