“he might see us at a Depeche Mode concert or even at a boxing match (Hublot famously bought the real estate on the waistband of Floyd Mayweather, Jr.’s boxing trunks during the most widely televised boxing match in history: Mayweather vs Pacquiao) and every time he sees us, he will understand that we are part of his world. He will think that Hublot is part of the life he is living, and so this is our strategy today, to increase our relevance with the contemporary consumer in a time where watches are in danger of becoming less relevant, by totally interweaving ourselves in the fabric of the modern world.”
It dawned on Guadalupe when he was sitting by a swimming pool in Los Angeles, or at a beach in the South of France, that in many communities there were more tattooed people than people without tattoos. At the same time, a new wave of fine-art-trained tattoo artists had completely changed the perception of tattooing. Today it is considered one of the highest decorative-art forms and also one of the world’s most popular and relevant art forms. Conversely, ask any young person if they might be interested in a retrospective on Russian Suprematism or an exposition on themes in “sacred geometry” and the majority of them might beat a hasty retreat. Yet, at the same time, ask them if they’re interested in tattoos or in artists like Maxime Büchi, who are deeply influenced by art, culture and mathematics, and they’ll invariably say yes.
Says Guadalupe, “On the subject of new universes, we recognized that tattooing was one of these. Tattoos are probably the most contemporary, most trendy and most communicated art forms today, and if we were to collaborate with one of the world’s bests, like Maxime Büchi, it could connect us to a world of tattoo aficionados who might not be aware of us. At the same time, the objective of the collaboration was to also show a different side of tattooing, to show the artistic, intellectual and creative process behind this art form. So we knew immediately if we were going to make a tattoo-inspired watch, it had to be one that was like nothing anyone had ever seen before.”