Hublot, Takashi Murakami Announce Fourth Collaboration

NFT

, fusing watchmaking innovation and contemporary art featuring the artist’s smiling flower. 

“Our partnership with Takashi Murakami allows us to create a story that interlinks all the works we have released with Takashi, both digital pieces and the watches themselves,” says Ricardo Guadalupe, chief executive officer, Hublot. “Faithful to its history, Hublot is once again first, unique and different in how it rewards its collectors, providing them with privileged access to both ownership of and trade in unique artistic pieces.” 

“When my collaboration with Hublot was announced, we made it known that we would be adopting new forms of artistic expression,” says Murakami. “After creating all the timepieces together, as well as the digital works of art, we are now imagining new ways of accessing contemporary art.” 

The 12 watches, referencing the 12 hours on the dial, are each

If no one can accumulate all twelve NFTs, Hublot will auction the watch to raise funds for charity. 

Recently, Licensing Global delved into

watches as a fashion accessory

and looked at how licensing impacts the category.