Hublot, the luxury Swiss brand which brings the "Art of Fusion" and the passion for unexpected combinations and innovation to watchmaking, is proud to announce its partnership with Mercedes-Benz Fashion Week, which will take place from September 9th through September 16th, 2010 in New York City’s Lincoln Center.

In its mission to inspire all designers to make a grand entrance, Hublot will display five wall clocks representing top fashion cities around the world including New York, London, Milan/Paris, Tokyo and Geneva, where Hublot originated. Hublot will also present the digital clock announcing all shows and their times; Hublot will be timing how close each show truly is to the official start time in a daily feature titled “How Late is Fashionably Late”. The brand will additionally be a part of the “Accessories Exhibition” featuring a selection of its latest styles in state of the art interactive displays that will both astound and entertain guests.

“The fusion of beauty and luxury with such detailed craft is one of the greatest passions for Hublot”, says Hublot CEO Jean-Claude Biver. “We are very happy to support the show’s designers on their unique vision, a dream that only they are able to embody through their exceptional art”.

As the official timekeeper of the Mercedes-Benz Fashion Week Spring 2011 and with many vibrant choices to tempt anyone, Hublot’s collections offer the perfect timepiece to follow all shows while inspiring to make a fashion statement without having to be “fashionably” late.