Horological disruptors Hublot are hosting an exhibition right now at the Museum of Contemporary Design and Applied Arts (MUDAC) in Lausanne, Switzerland … but it’s not for watches.
No, the Swiss watchmaker is hosting what is said to be one of the best sneaker exhibitions ever assembled.
And while this may sound slightly off-brand for a watchmaker, it’s not the first time that Hublot has dipped its toes in the vogue sneaker industry.
Back in 2016, Hublot collaborated with luxury footwear maker Lavati to create the Lavati x Hublot ‘All Black’, a high top leather-clad sneaker with some serious clout.
Released in Miami at DJ Khaled’s 41st birthday (obviously), the sneaker was limited to just 100 pairs, and commanded a price tag in excess of 1000 bucks a pop.
The new exhibition, aptly dubbed Sneaker Collab, focuses on — as the name would suggest — limited edition sneakers that have been created in collaboration with celebrities, fashion industry heavyweights, street artists and pop culture icons.
The kicks on display won’t just be Adidas either – Nike, Balenciaga, Gucci … any recent hype beast sneaker freaker that you can think of, chances are it’s at this exhibition.
In addition, Hublot will also be unveiling an inimitable one-off timepiece created in collaboration with a doyen of the tattoo industry, Maxime Plescia-Büchi, founder of the infamous Sang Bleu Tattoo London.
It’s a pretty genius move by Hublot, as the sneaker industry has swelled greatly in recent years, and many speculate that it’s set to more than double in the next decade.
Much like the watch industry, sneakers have been proven time and time again to be a smart investment – if you buy the right ones *Yeezy*.
Anyway, the exhibition is on until January 26, 2020, and if you happen to find yourself in Lausanne, it’s probably worth a peek.