Q&AHublot’s Brand Ambassador, Artist Shepard Fairey Draws Parallels Between His Art And Fine Watchmaking

Known for his unique street style designs and graphics, American artist Shepard Fairey’s work stands out for its bold narrative that idealises images in a contemporary set-up. Perhaps this is what has led to an enriching association with Hublot, where avant-garde watchmaking is the name of the game. Here’s what the artist had to say about the new special edition.

How did your partnership with Hublot come about? How has it evolved over the years both on its own, and positioned alongside your career as an artist?

My friend, artist Tristan Eaton, introduced me to Hublot after he collaborated with them. He brought Jean-Francois Sberro from Hublot to my studio, and we hit it off. As I learned more about the fusion of technology and creativity at Hublot, I realised that there was a lot of innovation and artistry. When Jean-Francois enquired about the possibility of a collaboration, I was enthusiastic since I’m always excited about new creative canvases and challenges. I’m also a big fan of beautiful timepieces, and Hublot are making some of the most exciting watches I’ve seen.

Hublot’s brand ambassador and artist Shepard Fairey strikes a pose wearing the Classic Fusion Chronograph limited edition timepiece

How have you incorporated your artistic vision and values into your work with Hublot?

Art has power—visual and conceptual. With many of the things that I create, I’m hoping that the power of visuals will also draw the viewer into thinking about things that they may not otherwise. My most recent Hublot collaboration features a mandala—a symbol of harmony, unity and wholeness in many different cultures. In the spirit of the mandala and my belief in world citizenship and global harmony, I am donating a portion of the money from the sales of this watch to Amnesty International—an organisation with more than 10 million people across 150 countries—which campaigns to end human rights violations. I’m proud that this collaboration with Hublot will help to contribute funds to such a worthy cause.

The Classic Fusion Chronograph Juventus launched in 2018 is a perfect example of Hublot's 'Art of Fusion' practice that unites materials such as carbon fibre with metal, translating to their association with football

₹13,40,000

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The sporty look is enhanced by a polished, satin black ceramic case and bezel, with a black ceramic base that houses carbon fibre, marked by six titanium screws on the bezel

₹13,40,000

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The Hublot Classic Fusion Chronograph Juventus is powered by the HUB1143 self-winding chronograph movement

₹13,40,000

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How was your experience working with Hublot and the design team?

My experience with the Hublot design team has not only been genuinely collaborative but has also opened my eyes to techniques I wouldn’t have been aware of through my usual process. I love exploring new possibilities with materials, and the suggestions and ideas given by them to translate my work to the watch in unexpected and innovative ways was truly exhilarating for me. Art is about problem-solving on many levels: making an appealing visual, working to overcome technical challenges, and conveying a message powerfully. I was pleased that the Hublot team were motivated to help me achieve all of those things, just the way I envisioned.

Hublot Big Bang

₹19,67,100

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What was the inspiration behind the Classic Fusion Chronograph Shepard Fairey edition? How is the design a reflection of your art?

Art can convey things both intellectually and emotionally, and has different meanings for different people. I have long been drawn to the mandala as a beautiful symbol that embodies all these principles. The mandala weaves together interlocking ornaments and symbols in a circular configuration, and symbolises life’s cycles and circular elements like the sun. My design aims at connecting to the life cycle and the preciousness of time. I included blossoming flowers to symbolise growth and harmony. The mandala also suggests the connectedness between the inner-self and the outer-world, which is a great concept to be reminded of when one looks at their watch.

"My design aims at connecting to the life cycle and the preciousness of time. I have included blossoming flowers to symbolise growth and harmony," explains Shepard Fairey

"The mandala also suggests the connectedness between the inner-self and the outer-world, which is a great concept to be reminded of when one looks at their watch"

The Hublot Classic Fusion Chronograph Shepard Fairey timepiece is available in a limited edition of 50 pieces, and a portion of the money from sales will be donated to Amnesty International

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Why did you choose to work with metallic hues as opposed to the colour schemes of your work that people are mostly familiar with?

I think that engraved metal has a different charm. Though this facet of my work is lesser known, I do prints on industrial metal because I think it’s a beautiful surface, and it connects to the feel of the patinated surfaces on the street, where I have historically placed my artwork.

The Classic Fusion Chronograph Shepard Fairey watch is your second collaboration with Hublot, and is quite different from your first timepiece. Please elaborate on this different direction.

My first watch with Hublot replicates the patterns and textures of the collage in my fine art and the organic layering and decay of posters on the street. I was excited by the use of Texallium—a type of carbon fibre—that allows the imagery to be embedded within a translucent case. I love the decorative foundation that my collage and patterns create in my work, and though they are often the second layer, they are integral to the DNA of my style. With my second watch, I liked the idea of a motif from my artwork that had a logical kinship to a Hublot watch’s beautiful mechanics. And a motif whose interlocking elements mirrored the interlocking nature of the movement’s complexity. Also, the engraved detailing on the dial and case is an exciting concept for me. This watch is a more natural pairing of a staple motif from my artwork, executed in a contemporary style.

The Classic Fusion timepieces use modern materials such as ceramic and titanium, and traditional metals like gold and steel, combined with superior engineering for a neo-classic aesthetic

₹10,60,000

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Hublot have incorporated signature elements such as an engraved blackened titanium case and dial, and an in-house skeleton movement for the Classic Fusion Chronograph Shepard Fairey watch

₹15,50,000

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The Classic Fusion collection reinterprets elegance with Hublot’s incomparable touch. A resolutely unique style, available in a wide variety of movements, designs, materials and colours

₹10,60,000

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The Hublot Classic Fusion Titanium Green is a stylish and elegant three-hand watch, equipped with the self-winding HUB1112 movement, which packs a power reserve of 42 hours

₹7,60,000

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Here, the Classic Fusion Titanium with a black dial and a brushed stain 45mm case is presented on a black leather strap and is water-resistant to 50m

₹7,60,000

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Hublot's Classic Fusion Black Magic's case is crafted in an avant-garde material—polished and satin-finished black ceramic. The watch has a power reserve of 42 hours

₹6,32,000

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What are the top two design aspects that you incorporated into the watch? How are they crucial to your vision?

It was important for the mandala to be legible along with the watch’s timekeeping function being easy on the eye. I believe that a timepiece is also an artwork, but it should still serve its original purpose. I also was very happy that the art could extend onto the case with engraving. Once again, it delivers the idea of integration and harmony between the watch’s different elements, symbolising a connectedness or wholeness.

What were your thoughts when you saw the final product?

The different layers of the mandala including the engraving on the case, the metallic surface underneath the glass, and the star gear—all translated better than I thought they could. The sense of depth in the watch is quite elegant. When I’m creating art, I try to simplify things to their most powerful essence and use only necessary elements. I don’t want it to become cluttered or muddy. I was really happy to see that this watch allows Hublot’s characteristics and my art to integrate seamlessly.

What does the concept of time mean to you as an artist and activist?

I consider myself an artist and activist in ways that are entirely intertwined, therefore, time is precious to me. Time is something that I value—whether it’s experimenting and creating art, or finding time to do things that inspire my creativity and conceptual thinking. We only have a certain amount of time to be alive, so the constant reminder to use my time wisely always motivates me, and is something that a watch provides.

How does it feel to know that fans will be able to carry a piece of your art on their wrists, and functionally incorporate that into their daily lives?

I’ve long said that art should use every platform possible and that it should especially be woven into people’s daily lives. Having my art on a watch is an ideal extension of my principles, values and beliefs. I think it is a reminder of how we should choose to focus and spend our time on causes that are important to us.

The Hublot Classic Fusion Chronograph Shepard Fairey edition has a mandala motif designed by the artist and also has an engraved 45mm titanium case

The Classic Fusion Chronograph Shepard Fairey edition is powered by a self-winding movement calibre HUB1155 offering a power reserve of 42 hours, visible through the caseback

You have been even busier over the past year, supporting initiatives and working within the artist community. Have you seen a shift in the passage of time pertaining to recent events and in helping your communities?

The COVID-19 pandemic has shifted my perception of time because it has forced me to simplify my social schedule, creating more time for other things. This additional time is valuable and I use it to experiment on my artwork, as well as commit to important causes, such as the success of democracy and access to voting. Leading up to the 2020 US election, I was inspired to see many artists using their work to make social and political statements and encouraging citizens to vote. I think that art is a very powerful tool of communication, and I’d like to see more artists use it as a way to amplify their social values.