ONE TO WATCH: A Moment with Sam Ross at the Hublot x SR_A 3.0 Launch
My earliest memories of watches come from my dad. I remember he had a consistent rotation throughout the week— no one had it like him. Every morning, he’d thoughtfully examine each one, taking note and carefully considering which best suited his outfit for the day. It felt ritualistic, like it was something he had to do before leaving the house, or everything else would be thrown off. From then on, I knew I wanted that experience for myself.
As I grew up and started developing a more personalized taste for timepieces, there were a few watch brands that shaped my formative years. Among the heritage names, Hublot always stood out as one of the major players at a time when I was trying to discover what exactly “luxury” looked like to a kid raised running around New York City. To be totally honest, I think the brand was really my first introduction to the idea of grandeur and opulence when it came to watches— it was almost mythical.
Hublot was Floyd Mayweather. Hublot was Dwyane Wade. Hublot was every rapper and athlete that I looked up to. Each piece from their catalog expressed a bold energy while maintaining that refined and timeless aesthetic— the perfect balance. To me, a good piece doesn’t just match your style; it elevates and adds something to it, which is why I’ve always held a special appreciation for Hublot.
So, now, being able to share in a moment where a close friend has created a tangible work with the brand that helped shape my perspective is unbelievable. Something about Hublot and Samuel Ross just makes sense, though. I see it as a continuation of what the brand was doing when I was younger, but in a way that’s tailored for now and focused on what’s ahead.
Stepping into the Hublot x SR_A 3.0 launch event almost felt like being transported into the future. I had only landed in Miami early that day and was coming off just a few hours of sleep, but there was no scenario where I wouldn’t be around to see the reveal of Samuel’s latest collaboration. I could even sense the buzzy energy building as soon as I got out of the car in front of the venue.
Inside, the space was decorated in moody lighting. My eyes were immediately drawn to the sharp design and intentionally positioned Hublot x SR_A branding scattered across the walls. As I watched more groups file in, situating themselves with drinks and hors d'oeuvres, I couldn’t help but think about how monumental the whole experience was, seeing Samuel manifest yet another transformational idea into the world.
Culture is constantly evolving, but it’s surreal to witness it in real-time. To really stand out today, you can’t follow anybody else’s rules. There needs to be a fearless belief in what you have to offer, which is the edge Samuel has sustained throughout his career. Through all of his work, there is a thread of passion that strings everything together. That's why he is who he is because he cares so much.
My thoughts were underscored by the reveal of the new Hublot x SR_A 3.0 later that evening. On the display, I noticed the watch’s bold color, textured design, and deconstructed outline. Positioned up there on the podium, it felt more like a sculpture than a timepiece made to wear. Stepping up to get a closer look, I could tell that each detail was deliberately curated to add to the work’s overall allure.
After I connected with Samuel before leaving the party, it was clear from our conversation that this new piece is a marker for what’s to come very soon. By challenging the idea of contemporary luxury, Hublot and Samuel Ross made me appreciate how timepieces can represent something deeper. A good watch isn’t just about style anymore; it’s about impact, influence, and artistry. No doubt, I’ll be adding this one to the rotation soon.
Read Aurora’s exclusive conversation with multidisciplinary designer Samuel Ross below.
Aurora Anthony: It’s great to see you, man! Has everything been good with you?
Samuel Ross: It’s good to see you as well! I’m great. I'm finishing up a couple of projects, but just continuing the work.
AA: I mean, just being a fan of yours and seeing the come up from where you started to where you are now is the most beautiful thing. From the clothing to the design studio and everything in between. You’ve created your own ecosystem. You automatically know when something is a Sam Ross design. You have your own identity, bro. I’m grateful I get to share this moment with you.
SR: Thank you, man. I really appreciate the words. It takes a community to do that, though. We’ve known each other for probably eight or nine years, and it’s been so amazing to see us all come up and admire these spaces we’ve created for ourselves. We’ve all found our way to build these dynamic rapports and partnerships with the status quo, which is insane because 15 years ago, none of this existed.
AA: Facts!
SR: Now, we have space to be who we are and articulate our own sensibilities. I’m constantly inspired by what’s happening across culture, and it’s cool to see everyone kind of bounce off one another. It’s almost like there is this accountability to each other to continue to show up. It all just feels so significant and long-standing, where now we’re already seeing another generation of minds come about.
AA: It starts with passion, which I feel gets lost sometimes. When we were younger, clout was barely a thing. It didn’t hold as much weight as it does now. It was more like, "Yo, I have this idea, and I am yearning for people to see it, understand it, feel it, and live with it."
SR: Exactly. Things felt more idea-driven.
AA: To your point, it’s refreshing to see young people who really care about what they’re doing. As long as the passion stays, the culture stays. The clout is just an additive.
SR: There's such a searing honesty in how some of these younger creatives communicate. It's clearly their own perspective and their own delineation. It's their superpower. That's the shit that makes you feel something, as well. That texture, that edge, that panache.
AA: But we’re here for you right now, man! You’re a leader in this whole thing. Like the fact you’re working with Hublot. What? That’s insane. When I was young, watches were these trophies you didn't understand, but you just had to have them. You didn't know why you had to have them, but it was like a rite of passage.
SR: You knew you were successful once you had a nice watch.
AA: Totally! But I think now, knowing and understanding both the symbolism of “the watch” and also understanding the amount of time it takes to create them, there’s a different gravity seeing someone I know literally create a timepiece with an iconic brand. Not to be cliche, but time is one of the most important things on this earth. You don’t get it back. It’s truly a luxury item.
SR: You’re 100 percent right. There are feats of engineering, human creativity, durability, craft, and tooling, all within a timepiece. And like you were saying, there’s this maturity that comes with access and understanding. To me, there's also this matter of watches being an heirloom, being able to pass down this special object and have it serve as a keystone in one’s life.
AA: That’s what you’re creating, bro. Pieces that are going to live forever. In my opinion, you haven’t missed the mark yet. I think you really understand the feel of right now. I look at all your stuff as open works that are trying to teach me something. That’s how I like to think about the relationship between the person who makes the watch and the person who wears it.
SR: You said it well because, at the end of the day, we're all one and the same. We’re all humans, so we understand each other's needs. So, with the nuance, the sensibility, and the cadences found in the new watch, I am just projecting what we all feel.
AA: This is so crazy for me to hear because I really consider myself a student of the game when it comes to watches. But the fact that I have this prior knowledge and you’re able to exceed my expectations of understanding that’s the best part for me.
SR: It's that risk and edge coming in, and I think that’s what makes Hublot a perfect conduit for all of this. A huge part of modern watchmaking is emotion, and, first and foremost, I’m a fan of raw emotion. I think they have a great understanding of that, which makes things flow.
AA: Man, I just remember all my favorite athletes and rappers were wearing Hublot’s when I was younger. I think they were really my first peek into what it meant to be a luxury watch brand. Now, to see you have the opportunity to recreate that and repurpose those same feelings is an amazing thing to witness.
SR: You're so right. Hublot has always had that sense of power to it. And I think culturally, it just resonates with who we are from day one. So, I still feel like I’m picking up the baton, even though it's generations later.
AA: It's the same conversation. I know there's a young me running around somewhere that's seeing what you're doing and is like, "Yo, that's the highest level. I got to get to that level." You’re the new access point.
SR: It's the bridge. We’re continuing to create it.
AA: I'm curious to see where you will end with all of this.
SR: There's so much on the horizon.
AA: I'm just trying to bait you to tell me what's next.
SR: All I can say is there's so much on the horizon.
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