The Swiss watchmaker Hublot has announced as its new Ambassador the American artist Daniel Arsham, who in his career has often explored the concept of time, especially with the series Connecting Time and Hourglass.

To start this new collaboration, Arsham has designed a 20-metre-high ephemeral sundial immersed in the snowy landscape of Zermatt, a famous tourist resort at the foot of the most famous peak of the Swiss Alps, the Matterhorn.

The installation, titled “Light & Time”, blends the ancient roots of time measurement and craftsmanship through natural elements. The central obelisk, shaped like a quartz crystal, as the sun moves, casts its shadow, indicating the passage of time on the snow and mixing ice and light. The time will be visible only from the top of the mountain, to enjoy the artwork will then need to take advantage of the lifts.