Style / March 2016

Hublot x Sang Bleu

Hublot have a number of big name partnerships under their belt, from NBA superstar Kobe Bryant to footballing legend Pelé and fashion model Bar Refaeli to Ferrari. In true Jean-Claude…

Hublot have a number of big name partnerships under their belt, from NBA superstar Kobe Bryant to footballing legend Pelé and fashion model Bar Refaeli to Ferrari. In true Jean-Claude Biver fashion though, their latest ambassador is rather unexpected, yet it makes strange sense when you delve a little closer.

Maxime Buchi is the founder of the Sang Bleu London tattoo studio, which has built up quite the cult following from its home in Dalston. Buchi is about to enter the mainstream though having singed as Hublot’s latest brand ambassador in a move that will combine the worlds of fine watchmaking and body art. As strange as it sounds, the partnership falls perfectly in line with Hublot’s brand ethos; “Maxine Buchi perfectly incarnates Hublot’s willingness to merge the arts and bring together fundamentally contrasting worlds. Dualities, opposing forces that evolve into powerful synergies”.

To celebrate the initial partnership, the artist has created a unique glass and metal sculpture, which was unveiled at Hotel Edition during London Fashion Week. Hublot have enjoyed extreme success over the last few years, and this deal is set to expand their reach even further. According to Chairman of Hublot, Jean-Claude Biver, “Passion is an engine that drives us to create and move forward. I love maxim Buchi’s audacity, his courage as an initiator and his atypical background. He believed in his dreams and fought hard to accomplish them”.

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Charlie Thomas

Charlie Thomas is a former staffer at The Rake.