There’s a lot going on at Hublot at the moment. Together with the artist Takashi Murakami, the watch brand presents its fourth collection, which brings together analog and digital collecting. This spring, Hublot will also be showing the latest Square Bang Unico models, which will make it even harder to decide which watch to buy.
Takashi Murakami: “A clock is a work of art to represent the concept of time.”
FACES: This is the fourth time you have worked with the watch brand Hublot. How did this come about?
Takashi Murakami: I actually turned down Hublot’s requests three or four times before we found each other. I didn’t want to just put my design anywhere, that was too boring for me. It was important to me to find an unusual approach for this collaboration. However, Michael Tay, the CEO of Hour Glass, convinced me to give Hublot a chance – and so I finally said yes. In 2020, I visited the watch workshop during the pandemic – I was totally enchanted and very impressed – and the meeting with Jean-Claude Biver and Ricardo Guadalupe further strengthened my decision.
Takashi Murakami On NFTs and art
F: You have developed twelve NFTs for Hublot. Why a full dozen?
TM: My flowers have twelve petals, each with twelve different colors – that’s the only reason, there’s no deeper meaning.
F: What’s your take on NFTs in the arts anyway?
TM: As an artist, my job is to create works by thinking about art history and my own work. Also, my goal is to create art that someone wants to collect, that’s an aspect I often think about. The reason I have survived in the art industry for over 30 years is because my work sells, and the reason it sells is because I make work that collectors actually want. Collecting releases dopamine in the brain, which is the drug that makes people addicted to art. I felt the same way when I started collecting NFTs and I almost went crazy with the desire for more artwork.
F: The collaboration between you and Hublot includes 13 watches and NFTs, but the 13th watch is the most important. watch, you must first have collected the first 12 NFTs. How did this playful aspect come about?
TM: I’ve watched a lot of Tik-Tok videos and I love watching the habits of the animals. There are these cats and mice or squirrels that stuff a lot of acorns and peanuts into their bags, even more than they can eat. It is similar with people when they are encouraged to collect. In Asia in particular, we love to collect lots of small objects, such as dolls or figurines. This idea of collecting inspired me – it is part of the experience of this Hublot watch.
The watch for Hublot: Square Bang Unico
F: What’s behind the design of this watch you created for Hublot, Takashi?
TM: Since the pandemic, the world of art and watches has expanded. When I think about it, watches are not there to measure time. We naturally live and die with time, it is always there. A clock, on the other hand, is a work of art to represent the concept of time.
F: You and your work have a style that is easily recognizable. How important is this to you?
TM: When I was young and started studying art, I always wanted to find my own style. I was unsure what it meant to me, but the more I chased after my own style, the less I found it. It was only when I started to listen to myself that the style just came.
F: What is the challenge of expressing your personal thoughts on art on an object as small as a watch?
TM : Whether it’s an NFT, a classic work of art or a watch, it’s always about how my imagination can be conveyed in my head. Of course, with something as small as a watch or a dial, all the details have to be very precise, but I’m not worried about that.
The balancing act between tradition and modernity
F: Japan is not only your home country, but also historically very important for Hublot. How do you manage to make the most of the synergies between traditional Japanese techniques and Japanese pop art for your work?
TM: Japan is the country where I was born and raised, so Japanese food tastes better to me than other food, and I couldn’t leave Japan even if I tried. The aspects that have influenced me the most in terms of Japanese culture are manga and anime. I never consciously tried to mix them with the traditions, it all fell into place naturally.
F: If there is one thing you hope to accomplish with your work in the art and luxury world, what would it be?
TM: I don’t have the feeling that I’ve achieved much yet. Whenever I see something, for example NFT art, I am curious and want to learn more about it and get to grips with it. There are perhaps another ten years between now and my death, in which I can build different bridges in different cultures – but I’m not there yet.
The latest watch from Hublot: Square Bang Unico
In 2022, the Square Bang Unico captured the hearts of watch fans all over the world. One year later, Hublot followed up with three new models in sapphire and ceramic. The square watch design, the sandwich construction of the case and the six H-shaped screws continue to fascinate wearers. To wear the new models on your wrist, however, you have to be quick: The Square Bang Unico Sapphire by Takashi Murakami is only available in a limited edition of 250 pieces. Either way, the decision is not an easy one, as the ceramic version of the Square Bang Unico comes in a hip monochrome look in black or white. Each of the three models is fitted with a rubber strap with a titanium folding clasp, which can be replaced at any time with optional straps using the ingenious one-click exchange system.
hublot.com
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Teaser photo and photo: © Hublot
