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Bucherer reinterprets the meaning of watchmaking as an artistic discipline in its own right, in partnership with The Next Hour. 

What do you define as art? Often as a society, we segregate art forms into boxes that history determines as ‘artistic.’ We think of art and we think of galleries, museums, statues, buildings, paintings – objects enclosed in frames. We think of sculpture, music, sound, performance. So what do we think of when we think of time? 

Kickstarting the year with bold intent, Bucherer, the leading and biggest watch and jewellery retailer in Europe steeped in tradition, takes an unconventional but refreshing approach to an industry often overlooked for its dedication to preserving history. 

At the intersectional crossroads between delicate precision and engineering to artistic innovation, Bucherer launches the Masterworks campaign to valorize the world of Haute Horology in a new light. Summoning the eyes of generations often sidelined in watchmaking media, Masterworks interprets this unique discipline through a conceptual lens.

In partnership with The Next Hour, Bucherer brings together a multidisciplinary approach and genre-defying perspective to the world of watches to make the case that watches are their own canvas in themselves. Merging tradition with modernity, Bucherer summoned the scope of Paris-based designer, Guillaume Hugon, renowned for his offbeat approach to graphic design, challenging convention. Working across fashion, luxury, music, press, sports, movies and videogames, their characters come through in each artistic frame for Bucherer Haute Horlogerie.

A division of fantasy, technical, and classic watches, Hugon contemplates on the arresting power of a watch, through its intricate biology. Zooming in on the minute parts, Hugon articulates the dynamism at play in each cog and screw, in order to create a beautiful story of time. 

Advocating a space for the next generation of wearers to feel closer to the world of watchmaking, which at times can often feel exclusive to only those in the know, Masterworks is designed for the past, present and future to exist in mutual harmony, catering for those who are enticed by the complexity, yet poetry of time. 

Dissecting the notion that artistic disciplines are defined as traditional mediums, Bucherer welcomes and wholly embraces the notion that watchmaking is an art form just as much as stroke of paint gliding across a canvas; a note echoing from a singer’s voice; an NFT being created; to the tick of a watch. 


Talent Guillaume Hugon 
Creative Director Scarlett Baker
Directors Jeffrey Thomson and Michael Pietrzyk
Location With thanks to The Wallace Collection 



Scarlett is a writer, editor, and creative consultant specializing in art, fashion, culture and digital strategy. Drawing on her work from previous titles including Dazed, LOVE Magazine, The Perfect Magazine, AnOther and 1 Granary, as the Editor-in-Chief of The Next Hour, Scarlett is leading the editorial vision toward new territories providing an alternative lens of social commentary to recontextualize the world of watchmaking for the next generation.