Beyond the Canvas: Jeff Koons Joins Hublot as Ambassador in a Landmark Art-Meets-Watchmaking Collaboration

Hublot has announced an extraordinary new partnership: Jeff Koons — one of the most prominent, commercially successful, and polarizing figures in contemporary art — joins the Swiss luxury watchmaker as its newest Hublot Ambassador. A collaborative timepiece is set to launch on September 16, 2026.

The pairing is rooted in a shared origin story. Both Koons and Hublot trace their breakthrough moment to 1980 — the year Hublot first disrupted watchmaking by placing a gold case on a rubber strap, and the year Koons began redefining contemporary art. For over four decades, Koons has transformed everyday objects into cultural icons: Balloon Dog, Rabbit, Puppy — simple forms elevated through scale, industrial precision, and obsessive attention to detail. What looks light is structurally complex. What feels spontaneous is highly constructed.

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Hublot and I have always shared a fascination for the material sciences. As an artist, I always want to be able to transcend an object, a material, into having the viewer find more meaning in the finished work than just its individual parts. Hublot uses all the technology of making master timepieces, and also uses the material sciences to transcend the object into representing something that all of us can find even more relevance and meaning. Hublot is a manufacture of depth, where materials are reinvented, movements refined and design reengineered with purpose.

Hublot CEO Julien Tornare framed the collaboration as a natural meeting of disciplines: “Few artists have transformed contemporary culture — turning everyday objects into global icons through scale, precision and uncompromising execution — in the way that Jeff Koons has done. This partnership reflects exactly where Hublot stands today: substance. It is great to share with Jeff what Hublot has always thrived on: tension between tradition and disruption, mechanics and emotion, innovation and craftsmanship.”

Since 2011, Hublot has collaborated with artists who reshape culture and challenge perception — from architects and painters to street and contemporary artists. The Koons partnership continues that lineage at its highest register. The collaborative watch launches September 16 at 9:00 AM EST. Follow @Hublot for the reveal.

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