Tattoo artist and Sang Bleu tattoo shop founder Maxime Buchi. The metal structure was made by Buchi in honor of the shop's collaboration with Hublot. maximebuchi sangbleu hublot london

Hublot x Sang Bleu's Maxime Buchi Ink Collaboration at LFW

Watchmakers Hublot announce collaboration with Maxime Buchi, founder of Sang Bleu, design brand and tattoo studio, at London Fashion Week.

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London Fashion Week 2016 marked an epic moment for the crossover of the fashion scene and the tattoo community, as Maxime Buchi, founder of contemporary design brand and tattoo studio Sang Bleu, inked a ground-breaking collaboration with Hublot.

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Buchi has positioned himself as a force in the fashion scene. Originally trained as a graphic designer and typographer at ECAL university of art and design, he was introduced to tattooing by legendary artist Filip Leu of The Leu Family's Family Iron. He has since gone on to set up his own brand in London: Sang Bleu, described as a multidisciplinary artistic platform, including a magazine, tattoo studio.

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Maxime Buchi at his tattoo studio Sang Bleu in London maximebuchi sangbleu london
Maxime Buchi at his tattoo studio Sang Bleu in London #maximebuchi #sangbleu #london

In an article released by Hublot, entitled Hublot Has Sang Bleu in its Veins they stated: 

"As an ambassador, Maxime Buchi perfectly incarnates Hublot’s willingness to merge the arts and bring together fundamentally contrasting worlds. Dualities, opposing forces that evolve into powerful synergies. This surprising and audacious collaboration takes the form of a glass and metal sculpture created by the artist. Singular shapes spatially transpose the inspirations born from the encounter between Maxime Buchi and Hublot. Exhibited in the heart of the Sang Bleu pop-up in London, it serves as a sketch for an ambitious and innovative project that will see the light of day in April. A 'statement' watch. An experience that goes beyond tattooing."

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Maxime Buchi and Chairman of Hublot Jean-Claude Biver at Buchi's tattoo shop Sang Bleu maximebuchi sangbleu hublot london
Maxime Buchi and Chairman of Hublot Jean-Claude Biver at Buchi's tattoo shop Sang Bleu #maximebuchi #sangbleu #hublot #london

“Passion is an engine that drives us to create and move forward. I love Maxime Buchi’s audacity, his courage as an initiator and his atypical background. He believed in his dreams and fought hard to accomplish them. He also embodies exportable Swiss innovation and talent. His tattoos evoke tradition and symbols of belonging. Behind their coded messages, they display a propensity to assert themselves, to dare to stand apart. They may fascinate or disturb, but they leave nobody indifferent. Hublot and Sang Bleu are driven by shared engines.” Jean-Claude Biver, Chairman of Hublot

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Sang Bleu dropped a hint in early February of a potential collaboration with Hublot with this picture and the simple caption: comingsoon
Sang Bleu dropped a hint in early February of a potential collaboration with Hublot with this picture and the simple caption: #comingsoon
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It's official! Hublot and Sang Bleu founder Maxime Buchi have inked the collab! hublot sangbleu maximebuchi london
It's official! Hublot and Sang Bleu founder Maxime Buchi have inked the collab! #hublot #sangbleu #maximebuchi #london
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Maxime Buchi at the Hublot collaboration launch in London maximebuchi sangbleu hublot london
Maxime Buchi at the Hublot collaboration launch in London #maximebuchi #sangbleu #hublot #london

“For me, the coming together of Sang Bleu and Hublot is a “match made in heaven” insofar as the two projects, in their respective domains, represent the highest level of technical and creative innovation without ever compromising the quality of their aesthetics. A feature of Sang Bleu and Hublot is the principle of “fusion”, in their manner of building bridges between materials, techniques and cultures. As a watch lover, I have always dreamed of such a collaboration, and I cannot imagine a greater opportunity to further develop my creative scope and the reach of Sang Bleu.” Maxime Buchi, Sang Bleu

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The announcement of the Sang Bleu x Hublot collaboration was accompanied by an invite to an exclusive launch party during London Fashion Week maximebuchi sangbleu hublot london londonfashionweek lfw
The announcement of the Sang Bleu x Hublot collaboration was accompanied by an invite to an exclusive launch party during London Fashion Week #maximebuchi #sangbleu #hublot #london #londonfashionweek #lfw

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