Marc Ferrero in his studio

Marc Ferrero’s unique practice of ‘Storytelling Art’ combines aesthetic styles and visual references from different artistic movements and cultures to create striking, narrative-driven paintings. His most iconic artwork ‘Lipstick’ first appeared on the watch face of Hublot’s Big Bang One Click last year, and this month, marks the launch of the latest edition in monochrome. Here, we speak to the artist about visual storytelling, the language of colour and man versus machine

Marc Ferrero wearing his Hublot watch

1. Tell us about the concept of Storytelling Art.

Artistic movements will always be a mirror of their generation. To me, a simple graphic representation doesn’t speak loudly enough to create big emotions, but stories touch many different sensibilities. Telling a story, means that you enter in the imaginary world of  people. Nobody is passive in the face of a story, because it mixes two different concepts, inaccessibility and identification.

Each time somebody stands in front of one of my paintings they can relate to it through their own story; this creates a very dynamic relationship between the public and me as the artist. Faced with a graphic representation you are a spectator; faced with a storytelling painting you are an accomplice… it makes a big difference.

Follow LUX on Instagram: luxthemagazine

I created the Storytelling Art movement because I thought the field of painting needed a new approach. The normal process for most painters is to start from reality, to create a personal vision. I reverse that process by starting from my imaginary world and creating an entirely new world that is expressed through stories and fictional characters.

Compared to the other visual arts, the evolution of framing in painting is close to zero. I purposefully try to create different framings in order to produce more dynamic images and suspense. Storytelling art is not a graphic style, it is all about interpretation. The fact is all paintings tell some kind of story, but with my work, nobody will discover its story through an audioguide… The story is expressed on the painting directly.

Fiction, manipulation and fusion are the main words of Storytelling Art movement. What could be more connected to the time we are living in now?

2. What’s the story behind your iconic artwork ‘Lipstick’?

The central subject of the LIPSTICK painting is a woman wearing large black glasses. In art history, when an artist wanted to create a feminine subject, he made round shapes. For me, what a woman says is as important as how she looks; this is the definition of a ‘modern woman’. My way to express that psychological reality is to use angles, lines, and Cubist forms through the glasses. The LIPSTICK rebalances all these lines because it is a symbol of femininity. All around the main subject, there are many different realistic portraits of woman, who express the different roles that a modern life can offer.

Big Bang One Click Ferrero Steel Red

3. How did you go about adapting the design for the latest Hublot Big Bang One Click?

The first time we met with the Hublot team in Switzerland everybody felt in love with my series of LIPSTICK paintings so it made sense to use that design. We worked as a team with Hublot’s graphic designer to translate the spirit of the painting onto a smaller scale. Usually, I work on a much bigger scale so I had to rework some outlines of the different figures around the central subject. To reproduce a painting onto a watch without trying to find the balance between the size of the dial and the spirit of the
painting itself would be a failure for sure. The strap is based on a stencil that I made specially for Hublot; it completes harmony of the watch.

Read more: How Hublot’s collaborations are changing the face of luxury

4. There’s a distinct graphic quality to your paintings – what inspired this style and what role does colour play?

Storytelling Art is a fusion of all kind of graphism on the same plane. This creates different values of time and space, which is absolutely necessary if you want to express several ideas or a specific story through a painting. Until now, an artist typically belonged to one graphic movement only, but to me, that’s old fashioned and doesn’t represent the time we are living in, but it all depends on the purpose of the painting. For example, my most recent paintings are based on abstraction to express a dehumanised world and the struggle of my characters in a society ruled by mathematical formulas and machines. I stick the characters onto the canvas in a comic strip, creating a fusion between abstraction and graphism which has a very powerful visual impact.

Colours have their own language in my work. For example, red is the colour of passion, audacious people and glamour, blue is the colour of transparency that expresses quiet places and the respect of tradition, but if you go to turquoise, it will express tropical places, holidays… Orange is the colour of energy, violet is the colour of dreams, yellow is a very convivial colour etc. Black and white fit with all other colours but never compete with them. Black has no movement and white is the colour of the future. I love to mix, and experiment with colours to create great harmonies.

5. Are you especially drawn to a particular type of story or character?

Mixing the verticality of a painting and the horizontal concept of a story opens up new fields of possibilities. The stories I’m working on go through the filter of my art.

Graphic tools offer me the possibility to divide a story in different sections of graphic styles. Pop art, for example, tends to fit very well with the heroes of my story. The ‘banksters’ of the story are expressed through Cubism. The world of the machines is treated through surrealism and abstraction, which fits
with the idea of a dehumanised world or the opposite idea of a dream world.

When I’m working on a story, I experiment. My studio is a laboratory, not a place where I copy myself. The type of stories and characters I love to create must fit with my imaginary world and my specificity of being a painter, but it could be a surrealistic modern fairytale or a kind of dream with a V8 engine.

6. What are you working on now?

I am working now to adapt one of my stories with movie producers in Los Angeles. The climax of the story speaks about a dark idol who has changed the value of time and created the acceleration of the world. It is a world led by magic mathematic formulas and machines. The heroes (Lisa L’aventura, Duke Spencer Percival, Cello Di Cordoba) have created a secret network called ‘La Comitive Society Club.’ All the members of that network are connected through another measurement of time, in which the time is not based on hours, but on emotions and colours. The time of human emotion will fight the time of acceleration… It is a story about the fight between humans and machines.

Find out more: ferreroart.com; hublot.com

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”.

Follow LUX on Instagram: luxthemagazine

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.”

Read more: Princess Yachts CEO Antony Sheriff on a new generation of yachting

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.

Set with 50 diamonds, the new limited editions of Spirit of Big Bang are uplifting evolutions of the Swiss brand’s iconic collection

The colourful collection of new limited edition Hublot timepieces features an uplifting pastel palette, alongside some bolder takes on Spring shades. Chloe Frost-Smith selects her favourites

Big Bang Sang Bleu

Continuing the Swiss brand’s collaboration with Maxime Plescia-Büchi, visionary tattoo artist and founder of Sang Bleu studio, the intricate geometrical centrepiece of the Big Bang Sang Bleu is softened by a dusky pink face and matching strap. The option of a gold bezel adds warmth to the design whilst the stainless steel version provides a more classic look.

Follow LUX on Instagram: luxthemagazine

Big Bang Sang Bleu with a King Gold bezel

Spirit of Big Bang

For a brighter pop of pink, the Pink Ceramic Diamonds Spirit of Big Bang is as fresh as it is traditionally feminine. Set with 50 diamonds, the delicate design details of this piece include a satin-finished case, and a white rubber and pale pink alligator strap. Also available in light blue, the colour options for this model are both cheerful and calming.

Spirit of Big Bang with two pastel variations and a king gold bezel

Spirit of Big Bang King Gold Rainbow

A sparkling showcase of the full colour spectrum, this vibrant edition features over 400 multi-coloured baguette-cut gemstones which make up the colours of the rainbow, a symbol of joy and optimism. The entire dial of the 39-mm model is covered with sapphires, rubies, topazes, tsavorites and amethysts to achieve the striking display. To complete this uniquely chromatic piece, the seven recognisable colours are also blended on the strap to bring the design full circle.

Read more: Isolation relaxation with Monterey Bay Aquarium’s live jelly cam

Spirit of Big Bang King Gold Rainbow

For more information visit: hublot.com

Watch this space: our upcoming Summer Issue features interviews with Hublot CEO Ricardo Guadalupe alongside Maxime Plescia-Büchi.

Bentley’s third generation Continental has the lot – power, handling, looks, and even a rotating display next to the dashboard

In the third and final of our supercar reviews, LUX sits at the cockpit of another super fast convertible: the Bentley Continental GTC W12

It used to be said that sitting in a Bentley was like sitting in the drawing room of a Downton Abbey-style British country house. Wood panelling, tastefully muted colours, and probably a butler with a silver tray of slightly stale sherry lurking on the back seat.

That market for Bentleys has largely died out, and, under the aegis of its German owners (the Volkswagen group), the august British company has undergone one of the most successful brand transformations in the history of the luxury industry.

Follow LUX on Instagram: luxthemagazine

If you doubt that, just sit in the cockpit of the new Bentley Continental GTC. I did, and found myself clutching a thick, two-tone steering wheel in black and cream. All around me were acres of quilted leather, more trapezoids than I could care to count, on the seats, and inside the doors. Above the leather on the doors, black lacquered piano would give it an oriental feel, above which was beautifully burnished British walnut wood. The fusion of colours and textures extended across the whole interior, and in between me and my passenger was the most lavish centre console I have ever come across, bursting with polished buttons, dials, and traditional looking air vents; all is as beautifully put together as a Swiss watch.

The positioning of this car is perfect: to the new generation of young, swanky drivers, as likely to be wearing a Hublot or Richard Mille as a Patek Philippe the previous generation has taken care of for you, it looks contemporary, super chic, but still has a nod to its heritage.

And to those who have always driven Bentleys – hey, what’s not to like?

We drove the top-of-the-range 12-cylinder convertible version, and the roof zips down in a few seconds leaving you and up to three passengers exposed to the sea breeze in Malibu, Monaco, Mayfair, Macau or wherever. The car sounds wonderful, in a deep, long, slightly rheumy way: it’s somewhere in between being fierce, like a Ferrari, and silent, like a Mercedes.

Click the switch into comfort mode and it lopes along happily, but move the dial into sport mode and the car tightens up and feels like it really wants to go and play. This is a big, heavy, powerful car, not a sports car, but it is immensely fun to drive. It changes direction faithfully – better than its predecessors, which always felt a little bit heavy – communicates well, flies along as it gets going, and is generally a hoot.

Along very tight, twisty country lanes – ironically, down which many traditional Bentley owners will live – you do start to feel its size, and width. But that’s part of the Bentley experience, as you imperiously wave at other vehicles to get out of your road.

Read more: Behind the wheel of the world’s most powerful supercars part two

On more open roads, it feels perfect, wailing its way up through its revs, always smooth, never harsh or unsettled. Its four-wheel drive ensures you always feel safe, and can power out the roundabouts, even wet ones, at comical speeds. And in a straight line, it never slows down. With a top speed of over 200mph, this is the fastest convertible in the world. Just warn your passenger not to get an expensive hair makeover before you try that.

But like any Bentley, its beauty is that it is not just here to be driven hard. You can spend your life pootling around and still enjoy the car’s many assets, most notably its beautifully appointed interior, its general presence and feel. It’s as easy to drive in town as it is down the highway – particularly if you don’t live in a town with very narrow streets. The only minor flaw we could find was that very wide centre console with all its gadgets impinged slightly on knee room for the driver and the passenger. But that just made it feel even more like sitting in the first-class seat of an international airline. Not that most owners would know what that feels like – and the Continental’s interior quality is certainly up to private jet level. We like. A lot.

LUX Rating: 18.5/20

Find out more: bentleymotors.com

This article was originally published in the Spring 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.

Follow LUX on Instagram: luxthemagazine

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

The Hublot Classic Fusion Ferrari GT 3D

No detail is small enough to escape Ferrari designer Flavio Manzoni’s razor-sharp focus. Rachael Taylor discovers how his expertise in supercar design lends itself masterfully to the Hublot and Ferrari watch collaboration

In the Ferrari Maranello plant in northern Italy, you will often find Flavio Manzoni and his team convening at a ten-metre-tall LED wall display. The images they’re looking at are often enormously scaled-up photographs of the miniscule parts of a Ferrari engine or exterior. The extreme magnification is used to perfect infinitesimal details you might never notice should you take the car for a spin. And this, says Manzoni, is the essence of luxury design.

“The luxury of a Ferrari is more a consequence than an objective,” says Manzoni, the car manufacturer’s senior vice president of design, who this year accepted the Red Dot Design Team of the Year award. “There are two perspectives [of design]. One is from the distance, where you see the whole harmony of the object. The other is with the lens, when you magnify every element and put a lot of art into every single detail.”

Follow LUX on Instagram: luxresponsibleluxury

Focusing on each and every element – no matter how small – and making sure that it not only performs brilliantly, but is also aesthetically exciting, is what makes Ferrari cars among the most sought-after, and expensive, in the world. It is also this zoomed-in approach to design that has made the switch to designing watches a seamless transition for Manzoni.

Manzoni joined Ferrari in 2010. The following year, he was working on a top-secret project for the company’s first hybrid sportscar, LaFerrari, when he was also brought in to oversee the development of a watch in collaboration with Swiss atelier Hublot. He kicked off their first meeting with a rejection.

Award-winning designer Flavio Manzoni has been with Ferrari since 2010

“At the beginning, their idea was to propose some concepts to us,” says Manzoni. “They wanted to draw inspiration from the central shape of a Ferrari, the dynamic shape, but my idea was to avoid that because it makes no sense to give an aerodynamic shape to a watch.”

Instead, he wanted the Hublot team to look beyond the obvious and dive deep with him into the romance of the details. “I tried to guide the research towards the technical beauty of certain mechanical components of a Ferrari, like the engine for example.”

Hublot Classic Fusion Ferrari GT King Gold

Hublot Techframe Ferrari Tourbillon Chronograph

The result – the Hublot MP-05 LaFerrari watch – was spectacular. A tapered, angular case covered entirely with sapphire crystal, showed off the inner workings of an unusual movement, with the time displayed on off-centre cylinders rather than hands. In place of the traditional flat cogs and springs, an industrial-looking central column of gleaming aluminium barrels gave the impression of a watch that revs rather than ticks. Being Ferrari, performance excellence was important too, and a super- charged power reserve function was created that allowed the mechanical tourbillon watch to carry on ticking off the wrist for what was, at the time, a record 50 days. “I think they attract customers because of their uniqueness,” says Manzoni of the Hublot Ferrari watches, which he believes appeal to a much wider audience than the Ferrari fan base. “They speak out from the mass in the field of watchmaking because they are different. We try to use an out-of-the box approach, which comes from the attitude that we have towards our cars.”

Read more: Rockstar turned designer Lenny Kravtiz on champagne and creativity

It has been eight years since Hublot and Ferrari first joined forces, and Manzoni and his team have very much taken control of the design process. They select which movements to build around, and work up 3D models of prospective timepieces before presenting the concepts to Hublot. Each watch produced (using that same digital ‘wall’ for extreme close ups) continues to focus on the details of Ferraris – the ceramic carbon brake discs, the peccary leather seats – and often uses the same materials that are lavished on the supercars. No flourish is too small to champion, and it gives the team a platform to celebrate much-considered elements of the cars that might otherwise be overlooked simply as pleasant minutiae.

The limited edition Scuderia Ferrari 90th Anniversary Platinum and 3D Carbon watch

This year, Scuderia Ferrari is celebrating 90 years of making supercars, and to celebrate, three Hublot Ferrari watches have been released to mark its past, present and future. Each a twist on Hublot’s popular Big Bang model, the trio of timepieces are all powered by a UNICO movement with a flyback chronograph that offers a 72-hour power reserve and are anchored with bezels cut from the same ceramic carbon that helps Ferrari’s cars to screech to a halt.

The first watch in the series recalls long- past glory days with a brushed platinum case to echo the dashboards of classic Scuderia Ferrari models, as well as a leather strap and bright-yellow markers and hands to bring to mind old-fashioned speedometers. The model celebrating the here and now does so with a 3D carbon case and a strap made from Nomex, the fire-resistant material Ferrari drivers rely on to keep their suits from going up in flames.

The third watch, the one that nods towards what Ferraris might look like in the future, uses sapphire crystal to create a see-through case that exposes its inner workings. The futurist aesthetic is continued with a strap made from Kevlar, a composite material that Ferrari uses to protect its carbon-fibre chassis from stones spraying up from the road.

The latest automotive launch from Ferrari is the SF90 Stradale hybrid, an evolution of the LaFerrari that inspired that first Hublot Ferrari watch. So are we likely to see this latest model transformed into a wrist-ready format? “I don’t think that there will be a literal translation, but for sure there will be some inspiration,” muses Manzoni, who never feels bound to tie the latest watches into the latest cars. “It’s always nice to create cultural bridges between different disciplines.”

Discover Hublot’s collections: hublot.com

This article was originally published in the Autumn 19 Issue.

This weekend Hublot’s high altitude polo tournament returns to the Swiss resort of Gstaad

Gstaad annually plays host to the world’s ‘highest’ polo tournament, Hublot’s prestigious Polo Gold Cup in which four world-class teams battle it out for the winning prize of Hublot’s Big Bang Steel Ceramic watches. This year will see Clinique La Prairie, Gstaad Palace and Hublot‘s teams try to overthrow last year’s victorious captain Cédric Schweri (the Swiss restaurateur) and his Banque Eric Sturdza team who have been unbeatable since 2017.

Follow LUX on Instagram: the.official.lux.magazine

Meanwhile, spectators will celebrate in style sipping at glasses of champagne or bottles of bottom-fermented Swiss beer against the backdrop of the snow-capped Alps. For VIPs, there’s the Gala Night dinner, and exclusive closing lunch, followed by the finale and an afternoon prize-giving ceremony hosted by LVMH watches CEO (and LUX columnist) Jean-Claude Biver.

All photography by Kathrin Gralla at the 2018 tournament

The Hublot Polo Gold Cup runs from 22 -25 August 2019. For more information visit: polo-gstaad.ch

The Classic Fusion Mykonos is available in two versions, featuring titanium or king gold

Hublot’s latest series of classic fusion chronographs is a celebration of the laid-back Mediterranean lifestyle

Evoking the mood of luxuriously languid days on board a superyacht, Hublot has selected a nautical colour palette for their ‘Cruise’ collection, a new limited edition trio of classic fusion chronographs. The timepieces are named after, and pay homage to the Mediterranean islands of Ibiza, Mykonos, and Capri with varying shades of blue contrasted against striking white and metallic details.

Follow LUX on Instagram: the.official.lux.magazine

Hublot’s Classic Fusion Ibiza limited edition timepiece

Ibiza

The dominant colour of the model dedicated to the ‘White Isle’ is complemented by a blue ceramic satin-finished bezel and 45-mm case enclosing the chronograph movement, bound by a bi-material strap in cerulean blue rubber and white alligator leather. Characteristic of the brand’s innovative fusion of materials, these highly resistant and waterproof strap components are beautifully stitched in blue, alongside the polished and engraved back case and matte white dials.

The Classic Fusion Mykonos

Mykonos

Incorporating a similar combination of materials, but with the option of either king gold or titanium, the Mykonos model fully showcases the mechanisms of the watch, revealing the inner workings of the self-winding chronograph movement. Sapphire crystal sits at the centre of the dial, reflected in the Aegean blue lacquered small seconds hands and matching blue ceramic bezel and strap. The most striking element comes in the form of a small rotating windmill aligned at three o’clock, distinguishing the model with the island’s iconic attractions.

Read more: OMM’s Creative Director Idil Tabanca on creating an art institution

The Classic Fusion Capri

Capri

The most relaxed of the three models, the Capri watch is decidedly lighter in colour with a sky blue satin-finished dial housed in a ceramic case of the same bespoke blue. The white lined rubber strap adds a touch of sporty chic, bringing a different dimension to this easy-to-wear collection.

Chloe Frost-Smith

For more information visit: hublot.com

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.

Follow LUX on Instagram: the.official.lux.magazine

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.

Follow LUX on Instagram: the.official.lux.magazine

“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.

Hublot Classic Fusion Bucherer Blue Edition

Hublot’s recently launched timepiece in partnership with Bucherer is at the top of our Christmas list. Here’s why it should be on yours

1. It’s classically beautiful

Dark blue and ageing copper make for an elegant, timeless look.

2. It’s limited edition

Often a loose term, but in this case, it’s actually true. Only 30 pieces have been made.

3. It’s two for the price of one

It’s designed by Hublot for the Bucherer Blue Editions collection, which means you get to say you have a Hublot watch and a Bucherer watch…

Follow LUX on Instagram: the.official.lux.magazine

4. It’s unusual

Hublot’s Art of Fusion concept seeks to combine unexpected materials; in this case, the watch’s case brings together ceramic and bronze.

5. It’s wearable with anything

Okay, so it might be slightly on the smarter end of the scale, but it’s surprisingly hardy too. The strap combines blue rubber with alligator leather for extra durability and comfort, and it’s water resistant up to 50m.

6. It will get better with age

Bronze is a material that develops over time, meaning it will only get more and more beautiful.

Convinced? You can buy online via: uk.bucherer.com/hublot-bucherer-blue-editions-watch

The Big Bang Unico Teak Italia Independent, only 100 of which were made

Hublot is fusing smart technology with sleek design to enthral a new generation of customers. Jason Barlow reports

Hublot is enjoying a renaissance. A renaissance that began with four weeks in the global spotlight this June, its prominence during the most compelling football World Cup in a generation exposing this most quixotic of watch brands to a huge new audience.

Inspiring an allegiance between a brand and a client is way more complicated than simply (expensively) forging a partnership with the world’s biggest football tournament, Formula One, or any number of individual ambassadors. Clearly, it helps. But it also helps when the brand in question has something genuinely interesting to say. There are lodestar names in the world of haute horology – Rolex, Patek Philippe, Audemars Piguet – and there are arrivistes, upstarts. Too many to name, in fact, and each freighted with a different set of promises. But certain attributes rise above the rest. Innovation. An engineered aestheticism. Authenticity. This last one is a cornerstone of the entire luxury edifice, and takes time to establish.

Follow LUX on Instagram: the.official.lux.magazine

Some get there with incredible rapidity: to take an example from a parallel world, Bugatti began making cars in 1909, artisanal Italian supercar maker Pagani only in 1992. The latter’s cars are the Fabergé eggs of the automotive sphere, precious beyond belief, Pagani’s connection with its clients the ne plus ultra of the car world. Or think of the Marchesi Antinori winery, whose classic Chianti production spans an incredible 26 generations, all the way back to 1385. An astonishing HQ in Bargino, Tuscany, acts as a temple to Antinori’s status and relentless ambition.

Hublot CEO Ricardo Guadalupe and Jean- Claude Biver, head of watchmaking at LVMH

Hublot made its debut in 1980, but has navigated its way to a position of formidable brand power. In 2017, it enjoyed a record year, with a growth in sales of 12 percent, against an industry-wide backdrop of reduced revenues. How has it achieved this? CEO Ricardo Guadalupe’s approach is a fascinating one to dissect. “At Hublot, we strive to have technology at the service of the aesthetics,” he explains. “For us, it is not a battle but a right mix to find.”

I ask Guadalupe to delineate the brand’s ambassador strategy.

“Firstly, we go where our clients are! We continuously focus on our customers, we elaborate our partnerships in accordance with the interests of our clients, to better suit their needs and their expectations. Football, cars, art and music are such areas where our customers are.

Read more: Moynat unveils new collection of bags in London

“We are partnered with FIFA and UEFA, which are the two most important organisations in the football universe. And with Ferrari, which is certainly the most famous car brand in the world. We do things
according to our motto: ‘First, unique, different.’ When entering a new partnership, we always research to fuse our world with that of the ambassadors. What is important is that the potential ambassador is already a Hublot client and that he/she loves the brand. This really matters for us.”

Brand ambassador Usain Bolt

It’s sometimes tempting to think that many high-end brands are 70 percent marketing confections, 30 percent watch. Tuning this approach with the right sensitivity and science is something Guadalupe and his team are acutely aware of.

“We try to have the same strategy for all the countries in order to allow everybody to be part of the Hublot world,” he says. “But of course, we have some differences and some specificities for some markets. In China, we do not do print advertising, only digital. We also stage events around our boutiques or around the department stores where we are present. We have some ambassadors linked to their country: [pianist] Lang Lang is known all around the world but in China he is even more than a superstar.

“Our prices start from about £3,000 and we have a large selection at different prices. It means every person with a budget for a luxury watch can find his or her Hublot timepiece. Besides, we indeed think that we sell a dream, but it is not necessarily the most expensive watch. It is just about the emotion the client shares with their watch.”

The Big Bang Referee watch, to coincide with the 2018 World Cup

Entry points are moot. When former CEO of Hublot Jean-Claude Biver (now head of watchmaking at LVMH, to whom he sold the brand in 2008) decided to lower the barriers to TAG Heuer ownership to bring in the next generation of customers, it risked diluting its appeal to older, wealthier, arguably more discerning clients. Here, too, is another link with luxury brands beyond the watch world, and it had to be done. Ask any CEO in the automotive sector to outline the challenges they face, and high on the list will be reaching millennials. They simply don’t have the same relationship with cars that their parents did, partly because connectivity means something very different in 2018 than it did in 1988. The smartphone is the device that conquered the world, not always beneficently. So, how does Hublot tackle this challenge?

“As in the car, your first watch cannot be a Hublot,” Biver says in his typically forthright way. “You need some culture and knowledge, and most importantly you probably need to buy first one or two ‘classic’ or ‘traditional’ watches, before being ready for a disruptif and fusion watch.”

And what of the threat posed by so-called smart watches? Here, surely, is the item craved by millennials, at the expense of traditional watch-making.

“I am fully aligned with Mr Biver’s view,” says Guadalupe. “Smart watches should be considered as an advantage for the Swiss watchmaking industry because they conquer the wrist of people who weren’t wearing any watch. Moreover, one day, those young clients will also be interested in owning a piece of art on their wrist – and this is what we do.”

Hublot watches are still made in Switzerland

The brand collaborated with tattoo artist Maxime Büchi

Guadalupe also believes that Hublot’s very youth permits the disruption desiderated by so many brands, including some heritage names. It also liberates Hublot from the urge to simply reboot past successes. Instead of yet another tribute to something, he’s more interested in using new material, such as ceramic or sapphire. The partnership with Ferrari is emblematic of this approach: Hublot’s Techframe imports Ferrari’s expertise in advanced materials, to thrilling effect – how does titanium, King Gold or PEEK (polyether ether ketone) sound? Working with Italia Independent’s Lapo Elkann also maximises
the opportunity for what the fabulously flamboyant scion of the Agnelli family calls ‘contamination’. Tattoo artist Maxime Büchi has worked wonders there.

Read more: Château Mouton Rothschild supports restoration of Versailles

But back to connectivity, and Hublot’s unique manifestation of the concept.

“We created our first connected watch, the Big Bang Referee 2018 FIFA World Cup, as it was a specific need expressed by FIFA,” says Guadalupe. “Wanting a customised watch for the referees, FIFA asked Hublot to conceive the perfect watch to accompany them on the pitch during matches.

“Moreover, it was not possible to have all the necessary information on a mechanical watch, that is why we did a connected one. Nevertheless, it has all the attributes of the iconic Big Bang. Its emblematic architecture cut out of the lightness of titanium, its bezel decorated with six H-shaped screws, its Kevlar insert. Even the display on its analogue mode dial could pass for the same aesthetic as that of the automatic models. It is certainly a connected watch, but it is first and foremost a Hublot watch.”

Hublot’s ‘digital boutique’ launch in New York

Two other over-arching trends can’t be ignored. Firstly, does the resurgence of interest in ‘analogue’ – more vinyl records were sold in 2017 than any year since 1988 – favour Hublot?

“I think we must combine the two together,” says Guadalupe. “Digital is important and we must be into it if we want to keep in the era of time, but at Hublot, we keep thinking that it is important to merge tradition and innovation. It is not because we created a connected watch that we are forgetting the past. A key of our success is we are able to find the good balance between those elements.”

The other is the rise of ‘experiential luxury’, the realm that exists beyond the mere act of acquisition. This is a major preoccupation in the luxury world.

“Hublot is aware that the key asset of an excellent customer relationship is based on trust, availability and flexibility,” says Guadalupe. “We have innovatively imagined a ‘virtual’ digital boutique that perfectly complements the role and presence of its physical boutiques around the world. By remotely offering its customers 3D-facilitated access to its products, knowledge and knowhow, Hublot is successfully creating a new bespoke customer service, and preserving the essential denominator of any relationship – that is to say the human connection. It is a new customer experience that is beginning in the United States before being rolled out across the entire world.”

Hublot’s moment looks set to continue.

Discover Hublot’s collections: hublot.com

This article originally appeared in the LUX Beauty Issue. Click here to view more content from the issue.

Chelsea FC players Ross Barkley, Marcos Alonso, Olivier Giroud and David Luiz with Hublot CEO Ricardo Guadalupe (middle) cutting the ribbon to mark the opening of Hublot’s London flagship boutique

Monday night saw the official opening of Hublot’s flagship boutique on New Bond Street

Celebrities and fashionistas lined the pavements of New Bond Street in the early evening to celebrate the opening of Hublot‘s first flagship in London and 92nd international store. The store replaces the brand’s previous shop, at the Northern end of the same street, which was run by the watchmaker’s former UK partner Time Products Luxury and owned by Marcus Margulies. Together with four Chelsea FC players, Hublot’s CEO Ricardo Guadalupe cut the ribbon.

Follow LUX on Instagram: the.official.lux.magazine

Guests admired the glossy interiors and Pop-Art paintings of the brand’s iconic Big Bang watches whilst Chelsea players signed an illustrated map charting the route from their Stamford Bridge stadium to the Hublot boutique – a gift to mark the extension of the club’s partnership with the brand for another three years.

British model Lara Stone

Ricardo Guadalupe and Olympic athlete Dina Asher-Smith

Read more: Caroline Scheufele on Chopard’s gold standard

Those attending included Lara Stone, Dina Asher-Smith, Amy Jackson and English cricketer Nick Compton. Celebrations continued late into the night with a champagne reception and dinner at Beck in Brown’s Hotel.

The interiors of Hublot’s New Bond Street boutique

Actress Amy Jackson

England football manager Gareth Southgate

Adam Mcnamara, Jack Lowden and Oliver Proudlock

The Hublot Flagship Boutique is located on 14 New Bond Street, London W1S 3SX. For more information on the brand visit: hublot.com

The Hublot boutique in the IFC Mall, Hong Kong

Jean-Claude Biver was celebrated as the saviour of the luxury mechanical watch industry when it was threatened 40 years ago with virtual annihilation by the rise of battery-powered watches. Now head of watches at the world’s biggest luxury group, he explains how the melding of high and low culture is the best chance of the industry’s survival for the next decades.

Jean Claude Biver

The promotion of luxury goods using so-called low culture is a relatively new development. Nobody could have imagined this in the past. Fifty years ago, nobody would have believed that football could be an appropriate arena for luxury. And in some parts of the world it remains so; for example, in China, sport is still not considered a part of luxury. It is only recently, under the initiative of President Xi Jinping, that entrepreneurs are being encouraged to invest in sport.

This change towards the popularisation of luxury culture is not just in my sector, that of watches, it is across the luxury industry in general. Years ago, who would ever have conceived of jeans selling for more than $100? We have seen it in fashion, which is taking a lot of inspiration from the street, and in music. Look at rappers, with music coming from the street. Today, we really have a mash-up: luxury went down to the street, and street goes up to luxury. It’s like a shaker. Everything was previously stratified into classes but now they are being all mixed up and everyone takes inspiration from each other. It started a while back. The first people to do this were English musicians such as The Beatles, The Rolling Stones and The Animals in the 1960s, who dressed totally disruptively when everyone was making their children mini papas and mamas, going to church with their blazers and fine-wool trousers. Now the difference is that it’s not just the guys from Liverpool and Manchester changing everything, it’s the guys from the ghettoes, too. And it’s a global attitude.

Follow LUX on Instagram: the.official.lux.magazine

The most significant indication of this trend for me is that Hublot has become extremely successful with a very big turnover in China, where five years ago, we could barely sell one watch. Everyone was saying that in China they do not perceive sports watches as being part of luxury; they wanted wonderful dress watches like Vacheron Constantins and Patek Philippes instead. Zenith [Biver’s traditional watch brand] was outperforming other brands in China, and now Zenith is selling less than Hublot because young Chinese people refuse to wear the watches their parents were wearing. They don’t want to buy classical watches any more.

It’s the same with other goods; people don’t want classical furniture any more, they want modern furniture. People want contemporary art because a new generation brings with them new trends and influence. We are now in the middle of a change of generation and this movement will be very strong. By 2030, in just 13 years, those people who will be shaping the century will have been born between 1990 and 2000, they will be between 30 and 40 and will be bringing a huge change in culture and philosophy. You can see it happening now. Check how many 18 year olds drive cars – they are not interested anymore – and very few are wearing watches. Every generational change brings with it new trends into markets, and if a brand doesn’t get it, the brand will disappear.

Read next: The first comprehensive Jasper Johns exhibition in the UK in 40 years

Examine what is happening all around us now: Supreme surfboards have teamed up with Louis Vuitton, yet a few years back could you have imagined a luxury brand doing a partnership with a surf brand? Classical brands will shrink, though they will not disappear. A very classic car make such as Bentley, when it was in the hands of the British, was shrinking and slowly dying but then the Germans bought it and decided to modernise the brand. The old generation objected but whatever doesn’t evolve will die.

And while there are exceptions – for example, a Submariner or Daytona watch from Rolex – almost everything has evolved. And even if you take a look at those watches, you will see that they have undergone a subtle but significant evolution over the years. This happens even with contemporary brands – take Google’s first logo and its logo today; the evolution has been enormous.

The success of Hublot Boutiques, such as this one in Beijing, is down to the rise in interest of a young generation in the brand’s watches

We now have different luxuries which we didn’t have before. The idea of accessible luxury was previously inconceivable. This is because we have promoted luxury through marketing, rather than through prices, which blurs boundaries. For the super-rich now, luxury means uniqueness, something others cannot buy, which is why Lapo Elkann has started Italia Independent, creating bespoke cars which other people cannot get or buy. That is top luxury. And there is a scale. A young woman dreams of a Hermès bag in leather; the next step up is crocodile, then with a gold clasp, then with a gold clasp with diamonds, becoming more and more exclusive. Then you end up having something nobody else has.

The association of luxury with street culture, and the blurring of lines, is becoming stronger all the time. You have rappers who sing “F*** your mother” and they are invited by President Obama to have dinner at the White House – it is incredible. Similarly, designers don’t know where to find ideas. Punk hairstyles, tattoos all over your body: these are underworld or underground concepts that have become socialised. Forty years ago tattoos were for the criminal underworld, David Beckham socialised them, now every millionaire has one.

I can’t pass judgement on whether this is good or bad – it just indicates the socialisation of our society. And social media, a key vector in that change, makes life much more difficult for brands, because your brand is an environment which is much more competitive. On social media every brand has the same share of voice as yourself; and now the young generation has a lot of curiosity and much less loyalty to brands. So that makes it more difficult.

Read next: Meet the artists who blur the boundaries between words and pictures

Our greatest challenge is to see if we can seduce this young generation to wear watches. The biggest asset our industry had between 1980 and 2010 was the Swatch effect. It was a 50-dollar watch, but it was full of colour, innovation, joy of life; it was fashionable. People could wear it without it looking like a stupid cheap watch. So every child was suddenly wearing a watch. This young generation, born in the 1970s, have been wearing watches since they were 10. They graduated onto their next watch, an IWC, a Rolex, eventually a Patek Philippe, all started by that first purchase of a Swatch.

Now the question is, who promotes watches to children? We hoped Apple would have, but it doesn’t seem children are wearing Apple watches, and we might have a problem later, because this generation does not wear a watch now and may not do so later. For them, it doesn’t seem natural to wear one; people feel more comfortable having a tattoo on their wrist than a watch. It’s a big and educational challenge for the industry. We have to do some fundamental work which we never had to before. Once, it was normal to wear a watch; twenty or thirty years ago, 99 per cent of people were wearing a watch. Now few of this new generation think that a watch should be worn.

And so, bringing the argument back full circle, we try to make this young generation dream about us by entering their lifestyle, and when our brand starts to belong to their lifestyle, if we are considered part of it, we have a chance they will buy our watches. And we reach their lifestyle by following their influencers. If you go with Alec Monopoly, he’ll be an influence on them; when we associate ourselves with One Republic, that is another. It’s not about product, it’s about lifestyle and our brands being part of it. If you want to seduce them with gold watches, forget it; that’s not what attracts them. To seduce the new generation, we must understand their lifestyles.

Jean-Claude Biver is president of LVMH Watch Brands and chairman of Hublot.