American contemporary artist Daniel Arsham has frequently explored the concept of time throughout his oeuvre, mainly through his Connecting Time series of works and his iconic Hourglass
Hublot recently announced American contemporary artist Daniel Arsham as the latest brand ambassador of the Swiss luxury watch manufacturer. He is known for his influential works across painting, sculpture, installation, and film. To top it off, Daniel Arsham has also frequently explored the concept of time throughout his oeuvre, mainly through his Connecting Time series of works and his iconic Hourglass.
“I’ve been watching Hublot and the projects it has supported in the contemporary art space with great interest for many years, and admired its audacious approach to watchmaking, design and craft. The Art of Fusion remains one of the smartest projects in watchmaking. I love how Hublot crafts ideas, influences and materials together to create unique, defining forms,” Arsham elaborates.
To celebrate the collaboration, Daniel Arsham has unveiled a temporary 20-meter sundial in the snowscape of the most recognizable peak in the Swiss Alps of Zermatt. Titled Light & Time, the ephemeral installation uses natural elements to merge the roots of timekeeping with the craftsmanship in land art. Particularly, the installation combines snow and sunlight, to connect his crystal universe with Hublot’s watchmaking heritage. The piece also features Hublot’s iconic screws cast out of ice, making it a beautiful fusion of art and design.
“It is of course a special moment joining the Hublot Family and I’m super curious to execute the Hublot x Daniel Arsham sundial project in Zermatt. Physically, the temporary installation will capture something of how fleeting time can feel, but it will also be lasting, creating a memory that transcends the passing of the seconds, minutes, hours and days in all those who make the journey up the mountain to see it,” explains Arsham in closing.
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