As I wrote in the foreword of Ariel Adams’ weighty tome THE WORLD'S most expensive watches, my take on “luxury” - or, really, “luxury goods” (the terms are not synonym; the latter is just a subtly disguised description for products with heritage, craftsmanship, and high prices) - is a polymath’s approach to Appreciate and collecting. As both consumers and the world of luxury evolve, so must the level of cooperation: co-branded and/or private label simply won’t do in the long run.
Think the Ermenegildo Zegna watches made by the Sowind Group, the La Chaux-de-Fonds–based watch manufacture that produces Girard-Perregaux. The partnership yielded a number of timepieces, including the good performance sports watches and the limited-edition rose-gold Zegna Centennial Limited Edition dress replica watches. Both were essentially slightly altered Girard-Perregaux watches — and that just won’t do any longer. There needs to be a sense of integration in these collaborations that’s purer than just slapping on a label and saying, “Voilà!” DNA from each brand has to be present to create true Posterity — and now Hublot, for which fusion is one of its corporate values, is leading the charge for what luxury joint adventures ought to look like.
Revealing, re-inventing and making the material magnificent, giving it a soul. Hublot and Berluti work as modern day Alchemist to create a fusion between their expertise, transposing techniques to be surprising and beauty. Although Hublot and Berluti have their own brand stories, the classic innovation and craftsmanship are integral parts of both brands. Since 1895, Berluti has been providing shoemaking services to high-class gentlemen. Berluti has applied its emblematic Venezia leather to the dial and the strap, and this leather, with exclusive tanning, is the result of Olga Berluti's inventiveness. Hublot has never stopped its pursuit of a high-end taste and of the fusion of art cross-field, dressing its dial and strap with noble natural materials like Berluti’s Venezia leather, incorporating the complication into the organic leather to create a leather dial, and making the wrist to feel the excitement of the materials art.
The Classic Fusion straps have gone through the same process as Berluti shoe leather. From patterning to the creation of the shape, from the cutting and assembling of the pieces of leather, from the mounting of the strap to painting. Although the models may all be identical, each strap is unique. The timepieces are presented in Venezia leather settings—respectively black and tobacco. Inside Berluti polish and brushing objects are an invitation to a ceremony.
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