Swiss watchmaker Hublot is expanding its long-running dialogue with contemporary art by partnering with Jeff Koons for a new watch collaboration. The project will be introduced in mid-September in New York, marking Koons' first design partnership with a watch brand.
Koons said the collaboration reflects a shared interest in material science and in turning objects into something that carries deeper meaning. Hublot CEO Julien Tornare noted that the brand invited the artist to its Nyon, Switzerland, headquarters, where he explored the company's approach to watchmaking and its artist-led collaborations.
Since 2011, Hublot has worked with a range of contemporary creators, positioning itself as a platform where artistic ideas can meet technical craftsmanship. The company says this freedom allows artists to experiment without heavy constraints, while giving collectors a fresh perspective on design and timekeeping.
Details of Koons' final design remain under wraps, but the brand says themes such as time, philosophy, and metaphysics will be part of the concept. The collaboration follows Hublot's recent work with artists on materials including sapphire crystal, titanium, and rubber, underscoring the growing overlap between luxury watchmaking and modern art. This kind of cross-disciplinary exchange may shape the future of collectible design.
