Tokyo (SCCIJ) – Two renowned Swiss watchmakers are collaborating with Japanese celebrities to promote their brands and products. The famous artist Takashi Murakami designed a wristwatch for Hublot, while TAG Heuer welcomed tennis champion Naomi Osaka as a brand ambassador.
Close-up of the “Classic Fusion Takashi Murakami” (© Hublot).
New artist collaboration
An initial visit to the Hublot manufacture in February 2020 enabled Takashi Murakami to familiarize himself with the work of a watchmaker and timepiece design. “I realized to what extent the traditional know-how, precision, futuristic technology, and craftsmanship were all intertwined in the creation of a watch. Bringing my art into the creativity of these watchmakers represents a unique adventure for me,” the Japanese artist said.
The visit triggered a creative process that resulted in the “Classic Fusion Takashi Murakami”, inspired by Murakami’s icon, the smiling flower. It is present both in and on the watch. Its petals start turning through an ingenious ball-bearing system developed by Hublot’s engineers. The center of the smiling flower is inserted onto the sapphire glass, creating a unique three-dimensional effect to go along with its wide prominent smile. For an even more pronounced effect, the petals (456 brilliants) and face (107 brilliants) are here set with black diamonds.
As the first collaboration between Hublot and a Japanese artist, the Classic Fusion Takashi Murakami All Black will quickly become a real collector’s item since it is limited to only 200 models. “Takashi Murakami is an international star, not only in contemporary art circles but also with the general public. He shakes up the borders between art and pop culture. It is a real privilege to see him join our team of ambassadors”, Hublot CEO Ricardo Guadalupe said.
New TAG Heuer brand ambassador Naomi Osaka with a watch on her wrist (© TAG Heuer)
New brand ambassador
The Swiss luxury watch brand TAG Heuer has signed Naomi Osaka as a brand ambassador. It recognizes in Osaka a bold expression of its founding values – passion for action, high performance, mental strength, and avant-garde. Thus, she would be a natural and authentic fit for the company. “Rarely in a generation does an athlete emerge who not only redefines their sport but also uses their influence and personal style to ignite conversation on a global stage,” the Swiss watchmaker said.
Naomi Osaka added: “I’m excited and honored to join TAG Heuer as a brand ambassador. It’s a partnership and friendship that exemplifies our shared mindset and values. The brand’s trailblazing approach with their ‘Don’t crack under pressure’ motto speaks to the way I live my life both on and off the court,” the tennis champion, a Japanese citizen, was quoted.
“Her athletic record and commitment to excellence are outstanding but even more impressive is her passionate spirit and drive for advocacy which is an inspiration to so many. We are excited to support Naomi as she kicks off her 2021 season and prepares for her Olympic debut,” Frédéric Arnault, CEO of TAG Heuer, commented.
Text: Martin Fritz for SCCIJ, with material of Hublot and TAG Heuer
