Jeff Koons Teams Up with Hublot for a New Watch Collaboration

Swiss luxury watchmaker Hublot has collaborated with the likes of Shepard Fairey, Richard Orlinski, Daniel Arsham, and Takashi Murakami. Now, it’s tapping Jeff Koons as a collaborator and ambassador.

Koons will unveil his reimagination of what a Hublot watch should look like in mid-September in New York. This is the artist’s first collaboration with a watch brand. “Hublot and I have always shared [a] fascination for the material sciences,” said the artist in a statement. He hinted that in his practice he always wants to “transcend an object, a material, into having the viewer be able to find more meaning in the finished work than just its individual parts.”

In an interview with WWD, Hublot’s chief executive officer Julien Tornare said that he invited the artist to Nyon, Switzerland, where the watchmaker is based. Tornare gave Koons a factory tour and explained to him how the brand has been partnering with contemporary artists since 2011 by working with architects and painters.

Tornare added that the brand wants to be a “playground” for artists to experiment freely and “we don’t want to limit them with too many rules and constraints. That’s what they appreciate, and our clients understand this philosophy when they see what Hublot represents.”

What Koons has designed for Hublot has not been released yet, but Tornare did reveal that the artist’s interest in metaphysics, philosophy, and the meaning of time will be apparent in one of the watches.

In 2025, Hublot worked with Arsham on a watch called the Hublot MP-17 MECA-10 Arsham Splash Titanium Sapphire retailing for £57,000 ($77,260) using various materials such as sapphire crystal, titanium, and rubber.