How would you describe the ethos of Hublot?
Our ethos is basically geared towards the future since innovation is the basis of what we do. We always look for new materials and bring in something that’s new such as the Ferrari line with carbon and titanium and the Art of Fusion collection.
What is new or interesting to you from the launches this year?
This year, we are celebrating the 10 years of Big Bang and we are also the only ones to use magic gold, the only unscratchable gold that exists. We also have our in-house movement, Unico.
I really like the MP-01-2 as well, known as the Key of Time, whereby if you are in a moment you enjoy, you can slow down or stop time. Its three-dimensional presentation lends an easy reading of the movement.
Can you tell me more about choosing Lang Lang as the brand ambassador this year?
Lang Lang, though he is Chinese, is also very international and there is an element of fusion in his music, which is not completely traditional.
What is the link to sports and the arts at Hublot?
We are seen as a sports brand that is also linked to culture and lifestyle. We don’t want to segment our client, who might like football, but also be active in other areas. We have a company, Hublot Loves Art, which deals with the graphic arts, photography, painting and music, in order to add this dimension to the brand.
Yes, and that can be especially seen with the Classic Fusion Enamel Britto, with an enamel dial inspired by the Brazilian artist Romero Britto, who was very much influenced by both Pop Art and Cubism.
Yes, and that was a very colourful piece for us. Britto has been working with us since the Brazilian World Cup, though using enamel is not quite unusual for Hublot.
Who would you say is the kind of person who buys Hublot?
Since we are very much about the modern expression of masculinity, our clients are very assertive and sure of their taste. These are rigorous watches, which are very defined and our clientele exists both in the US and Europe, as well as the Middle East. They are watch enthusiasts who are also interested in trends.
But Hublot is also a watch that appeals as much to women as men, no?
We don’t actually distinguish between feminine and masculine watches, if you look at our catalogue, it’s just a matter of smaller dimensions and bezels for women. The smallest one we have is 33mm, usually meant for the smaller wrists of Asian women. We are the first brand to bring fashion into this industry, which appeals to women, so for instance, even in our Classic Fusion collection, you will have this modern interpretation of lace on a watch, such as with the Big Ban Broderie.
Are you trendsetters then?
I would say yes in the way that we take risks. The Big Bang, our most iconic collection, which accounts for 50 per cent of sales, has a pop art range and this year, you will find that Rolex also launched pop art versions in their models. We were also the first to have coloured ceramic and grey on a Ferrari watch, which is quite unique, with interchangeable straps. There’s also a new classic fusion, an all-black Unico in limited edition. It is absurd when you think that timepieces are meant to be easily read. We really like to challenge these ideas.
