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  • Luxury is going counter-culture
  • Luxury is going counter-culture
    Hublot x Sang Bleu (2016) ©
CASE STUDY

Hublot x Sang Bleu: watches with counter-culture cachet

Once staunchly anti-social, with working-class roots, tattoos are experiencing a renaissance. A new collaboration between Swiss watchmaker Hublot and tattooist Maxime Buchi is the latest in counter-culture luxe, demonstrating that distinctions between high and low culture have all but disappeared.

Location North America / Northern Europe

Scope
If tattooing is enjoying a renaissance, Maxime Buchi is its modern day Michelangelo. The artist’s distinctive black-and-grey tattoos have garnered him high-profile clients, and a collaboration with Swiss watchmaker Hublot has brought what was once seen as counter-cultural firmly into the luxury spotlight.

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