Maxime Buchi, is a 38-year-old Swiss tattoo artist and entrepreneur, and the founder and director of Sang Bleu, a creative studio split between Zurich and London that has turned into a bit of a movement. Since Buchi founded it in 2006, it has spawned a magazine, a fashion brand, and collaborations with hip brands such as New Balance.
He's also not the tattoo artist to turn to if you want 'a tattoo watch,' and chose instead to draw a totally novel time display. The hands for the hours, minutes, and seconds have all been replaced by rhodium-coated octagonal discs, organized from the largest to the smallest time unit, with the hours on the outer edge, followed by the minutes and finally the seconds in the dials center. It takes a while to get used to what looks like longer hand counting the hours and not the minutes, but once you wrap your head around the logic (and you will), reading the watch becomes easy.
Hublot also introduces a new typeface to the watch created by Swiss Typefaces, Buchi's design agency to mark the hour and minute wheels. The seconds wheel however, is a little more mysterious. It's fully symmetrical, but unlike the hours and minutes does not have any lume to mark its tip, meaning youre never quite sure where you stand in between two minutes of the day.