Concrete costs around $90 per cubic yard in America. That is, unless it is in the hands of the watchmakers at Hublot, which have used the material to create a $19,500 wristwatch measuring just 45mm across.
The Classic Fusion Aerofusion Chronograph Concrete Jungle has been created in collaboration with New York street artist Tristan Eaton, and was designed as a tribute the city.
“In an homage to one of the world’s most iconic cities, Hublot has continued to fulfill its mission to “Be First, Be Different, Be Unique” by developing a watch with actual concrete elements incorporated in the bezel,” said Jean-François Sberro, managing director, Hublot America.
Three injections of talent have elevated the worthless concrete to a 20 grand timepiece.
First is the Eaton name, whose art has been commissioned by businesses, and political and cultural leaders including Barack Obama, Nike, Donatella Versace, Google and Disney.
Second is the Hublot name and its ability to create scarcity value for its limited editions. In this instance, the Concrete Jungle Classic Fusion Aerofusion timepiece is limited to 50 pieces, available for purchase only at Hublot New York boutiques on Madison Avenue and Fifth Avenue
Third is the quality of the timepiece, which houses a Hublot HUB1155 self-winding skeleton chronograph.