Hublot Celebrates the Art of Fusion and the Opening of New Boutique at the Pisa Orologeria Flagship Store

On 22 November, Hublot hosted a one-of-a-kind experience to officially open its new Hublot Boutique in Milano. The Swiss luxury watchmaker inaugurated an exhibition dedicated to The Art of Fusion during an exclusive event attended by numerous guests.

The ribbon cutting ceremony saw Ricardo Guadalupe, Hublot CEO, next to Hublot Ambassador Lapo Elkann, Chiara Pisa (General Manager of Pisa Orologeria) and Augusto Capitanucci, Regional Hublot Mediterranean Countries Director. All together they officially inaugurated the boutique, and celebrated the “Art of Fusion”, the distinctive hallmarks of the Swiss luxury watchmaker DNA.

By combining elements from nature, which are never found in their native state, Hublot has reproduced the Big Bang, the moment at which everything came into existence. And is the central element of the exhibition that can be visited on the second floor of the Pisa Orologeria flagship store until 28 November. It highlights the brand’s unique ability to combine natural elements that will never meet in their original state.

TvBoy, the internationally renowned street artist and exponent of NeoPop art, also paid tribute to Hublot’s philosophy with a live performance, creating a unique graffiti inspired by the Hublot Art of Fusion.

Created in 2004 by Jean-Claude Biver, Chairman of Hublot and President of the LVMH Group Watch Division, and Ricardo Guadalupe, Hublot CEO, “The Art of Fusion” motto has been a feature of the Brand’s identity since it was founded in 1980. Hublot was the first to combine gold with natural rubber. Ever since, this philosophy has brought dozens of new materials to life. Unique and exclusive, some are even patented.

These materials are all an invitation into the very heart of the watch; they shape its case and, sometimes, its dial. To realise the full potential of this constant pursuit in R&D, the Nyon-based Manufacture has had its own foundry since 2012, as well as a team dedicated to fusion – the Metallurgy and Materials Department. Hublot is investing in fundamental research by collaborating in particular with the EPFL (Swiss Federal Institute of Technology) since 2010.

At the Pisa Orologeria premises, Hublot creates a fascinating display of the watches and pictures that are best able to symbolise this unique, inimitable creative impulse, the fruit of constant research and development that has brought to life pioneering visionary ideas: the sophisticated encounter of different materials.

But that is not all: Hublot’s Art of Fusion is a combination of past and present, tradition and innovation. It is a state of mind, a philosophy that also determines the brand’s collaboration agreements with partners and ambassadors who share the same striving for excellence and innovation: international athletes, world renowned artists, exciting sporting events and daring companies, which share and embody the Art of Fusion.

An area of 40 square metres located at the heart of Milan’s fashion district, inside the Pisa Orologeria Flagship Store in via Verri 7. The Hublot boutique is located on the ground floor, with windows opening onto one of the most prestigious luxury shopping streets in the world, and accessible directly through the main door of this historical building.

The store is outfitted with an all-new concept that is both modern and sophisticated, in which shades of grey and black dominate. It is a cutting edge design that recalls the Hublot boutique in New York, designed by the well-known American architect Peter Marino. It is the third Hublot boutique in Italy, after Capri and Porto Cervo.

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