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Hublot - Sang Bleu

Hublot Sang Bleu

In the midst of Fashion Week, Hublot announces its collaboration with Maxime Büchi, renowned tattooist in London.

The founder of the Sang Bleu London tattoo studio, Maxime Büchi, has claimed his singularity through the tattoos that have established him as an influential figure in fashion. A graphic designer and typographer trained at the ECAL, university of art and design, he was initiated by tattooist Filip Leu into the mysteries of this ancestral art. The Lausanne native has since set up in London where his artistic impulsions are expressed on skin itself. Intradermal illustrations that tell stories, bare symbols and express beliefs. Tattooing – A sacred art, an embodiment of rite of passage, a symbol of ownership, venerated and often stigmatised – has existed since prehistory. A tradition that innovation has written into the future.

Sang Bleu

As an ambassador, Maxime Büchi perfectly incarnates Hublot’s willingness to merge the arts and bring together fundamentally contrasting worlds. This surprising and audacious collaboration takes the form of a glass and metal sculpture created by the artist. Exhibited in the heart of the Sang Bleu pop-up in London, it serves as a sketch for an ambitious and innovative project that will see the light of day in April. A “statement” watch. An experience that goes beyond tattooing.


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The brand

From the outset, Hublot has embodied design and innovation that differ markedly from the established watchmaking order. With the impetus provided by Jean-Claude Biver, by 2004 these values had already become the basis of a new DNA, leading the brand, which is currently headed by Ricardo Guadalupe - its CEO since 2012, to develop particularly audacious timepieces – most of them with a highly-developed sporting aspect.

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