He claims that time is the biggest luxury in the world. His motto: you have to be either unique, different or be the first one ! Lapo Elkann welcomed in the newly open flagship boutique in Cannes and St Tropez inside the wooden walls, blue hues and white shades of the latest Hublot retail concept imagined by Sandra Biver. He answered at breakfast our questions in five minutes sharp.
By Eléonor Picciotto
HOW DO YOU BECAME LAPO ELKAN?
You cannot become me. The beauty about human-beings is that each and everyone of us can personalize its own self. Everybody is different and everyone should take the most advantage of it. Instead of being me, you can easily enjoy projects and objects that I develop to sometimes own then. Being me is a whole other story.
HOW MANY WATCHES ?
I honestly don’t know … I don’t count !
WHAT DO YOU LOVE ABOUT A PROJECT ?
I am already thinking about what is going to come next and what we will be doing.
WHAT IS YOUR FAVORITE THING ABOUT DESIGNING?
I believe that it’s all about changing and transforming something into something very creative and intense !
HOW WOULD YOU DESCRIBE YOUR COLLABORATION WITH HUBLOT?
It’s like a good lunch: a combination of good food and good people driven by a beautiful energy. Working with Hublot is like working with a family I now feel part of. A family that keeps looking over what is going to come next mixing innovation and technology.
UNCOMPARABLE STYLE …
Being disruptive seems to be floating in the air, but I have always been disruptive. I have always mixed tradition and innovation in all the projects or companies I have ever developed. I always try to be one step ahead in terms of techniques, materials, innovation, or communication. Being at the genesis of the project is also necessary. Truth is, that being always ahead forbids you to fall in love with what you are doing. It forces you to think about the next project.
Lapo Elkann workshop
IN PICKING FABRICS FOR THE RUBINACCI COLLECTION, WHAT WAS YOUR FAVORITE ?
I had a big crush in fetching the Prince de Galle motif.
HOW ABOUT DEVELOPPING A WOMAN’s WATCH ?
I actually did it! I have worked with different shades of velvet purple, blue or green contrasting the fabric with diamonds. Though, I would love to work on the shape of a watch case. I already know what I would want but I would also have to listen to the people in the team we work with. Maybe more ideas would be rise…
HOW DO YOU DEFINE ELEGANCE?
Something natural that you cannot work on. Nowadays, genuine elegance is hard to find.
WHAT IS A REAL WOMAN ?
Elegance is not just about aesthetics. A real woman lives her life with bravery and determination enabling her to build her life the way she wants. A real woman is independent in her doings, her vision, and state of mind. I love women with a strong temper.
IF YOU WERE TO DEFINE THE PERFECT WOMAN’S OUTFIT ?
She would wear Velvet from top to bottom … including a Hublot Velvet watch and its matching sunglasses: it is as soft as a woman’s skin. The bathing suit is the best element to match your watch.