5 июн. 2018 г.
 6 minutes

Hublot and the Art of Creating an Image Hublot's partnerships as the ultimate tool for creating an active following

By Jorg Weppelink
Hublot Ferrari partnership

Image: Hublot

The Swiss watch brand, Hublot, has earned a reputation as a modern-day luxury brand that appeals to a wider audience. Over the years, the brand has been able to drum up interest from many people that might not have otherwise connected with the conservative watch industry. Hublot has managed to reach new audiences by creating unusual partnerships with people, teams, and charities from the worlds of music, sports, art, and fashion. This has been key to Hublot finding a new audience and a new buying public.

Hublot Referee Board
Hublot Referee Board, Image: Hublot

One of the main connections that has boosted the Hublot name is soccer. With the 2018 FIFA World Cup in Russia just around the corner, you will be seeing a lot of Hublot in the coming months. Hublot kicked off their World Cup campaign by introducing a watch dedicated to the tournament: the Hublot Referee. In addition to the World Cup, Hublot also has partnerships with Juventus Turin, FC Chelsea, and the legendary Brazilian soccer player Pelé. Let’s take a look at who else Hublot collaborates with and see what those partnerships are all about.

Hublot and Ferrari

Hublot Big Bang Unico Ferrari, Image: Bert Buijsrogge
Hublot Big Bang Unico Ferrari, Image: Bert Buijsrogge

The Italian car company Ferrari is a luxury brand that inspires imagination and has a huge worldwide following. Hublot has been working with Ferrari since 2011 with a special focus on the Ferrari Formula 1 team as the pinnacle of the Ferrari brand. Obviously, partnerships between watch brands and car brands are very common. However, the one between Hublot and Ferrari has been very successful and has resulted in a major increase in brand awareness for Hublot in several markets.

Part of their success can be attributed to the release of the Hublot Big Bang Ferrari Unico. Ferrari’s design director, Flavio Manzoni, successfully reimagined the Big Bang by introducing typical Ferrari design elements from Ferrari models like the California T, 488 GTB, and the LaFerrari hybrid supercar.

The LaFerrari is also the inspiration behind the most remarkable watch to come out of the partnership: the Hublot MP-05 ‘LaFerrari.’ This watch was developed in parallel to the actual design of the car, resulting in many remarkable features. It contains the most components of any watch ever created by Hublot (637, to be exact). That being said, the watch’s most impressive features are its incredible, 50-day power reserve and its amazing case shaped to resemble the LaFerrari.

Hublot and Depeche Mode

Hublot Big Bang Unico Depeche Mode
Hublot Big Bang Unico Depeche Mode, Image: Hublot

Hublot’s partnership with British band Depeche Mode is less typical. The music legends first teamed up with Hublot in 2010, and the two have since worked on several joint projects. These projects are particularly special since all the proceeds from the limited edition watches go to charity. Depeche Mode and Hublot donate all the money from sales to ‘charity: water.’ This non-profit organization helps people access clean water in developing countries all over the world.

The most remarkable series of Hublot watches to come from this partnership might be their latest project: the ‘The Singles’ limited edition Big Bang series. Each of the collection’s 55 pieces is dedicated to one of the band’s 55 singles.

Hublot Big Bang Depeche Mode The Singles
Hublot Big Bang Depeche Mode The Singles, Image: Hublot

Launched in February of this year, Depeche Mode and Hublot brought the luxury luggage brand, Rimowa, and famous Japanese electronic instruments company, Roland, on board to develop something truly special. The four parties have put together 55 unique sets featuring a Hublot Big Bang watch in a Topas Stealth Rimowa carry-on suitcase made from anodized black aluminum. The suitcase also contains a Roland JP-08 synthesizer. The complete set is a direct reference to the British band’s use of Roland synthesizers to produce the landmark electronic sounds that characterize their music. Each watch features a 72-hour power reserve, colored strap, matching cuff straps, and rubber studs that underscore the rock ‘n’ roll character of the set. Each dial features a disc with part of the cover from the respective single. The case back features the entire image of the single’s cover next to the ‘charity: water’ logo.

Hublot and Lapo Elkann

Lapo Elkann Hublot Italia Independant Partnership
Lapo Elkann – Hublot – Italia Independent partnership, Image: Hublot

Another extraordinary partnership is that between Hublot and Lapo Elkann, founder of Italia Independent and grandson of Fiat founder Gianni Agnelli. They have collaborated on several occasions to create a number of stunning Hublot collections. Elkann and his lifestyle brand Italia Independent have been developing truly special versions of both the Hublot Big Bang and the Hublot Classic Fusion since 2014.

In 2015, the two brands presented the Hublot Big Bang Unico Italia Independent made of Texalium® produced in-house by Hublot. This material is basically carbon fibers coated in aluminum and makes for a very light watch. It also comes with a high-shine finish and the potential to add color to the case via the aluminum coating. The watch is available in blue or gray and comes with a pair of Italia Independent sunglasses. The glasses have been handcrafted from the same Texalium® material as the watch and feature high-performance, adaptable lenses. In 2016, Hublot and Italia Independent further strengthened their partnership by introducing three camouflage versions of the Hublot Big Bang using the same materials as the watches from the year before.

Hublot Classic Fusion Chronograph Italia Independent
Hublot Classic Fusion Chronograph Italia Independent, Image: Hublot

In 2017, Elkann and Hublot teamed up with the Italian tailors at the House of Rubinacci. The resulting collection consists of six different Hublot Classic Fusions. The House of Rubinacci even gave Elkann access to their archives, which contain a huge collection of classic fabrics. Together with Creative Director Luca Rubinacci, Hublot and Elkann decided on a collection of tartans—patterned woven wool from the 70s. They gave the fabric new life by using it for the dials and the straps. The outstanding design of the fabric makes for a completely unique collection that speaks to any man that truly wants to make a fashion statement.

Hublot and Sang Bleu

Hublot Sang Bleu Partnership
Hublot – Sang Bleu partnership, Image: Hublot

Hublot’s relationship with Sang Bleu is the final unique partnership we want to discuss. Don’t worry if you’ve never heard of Sang Bleu before. Sang Bleu started off in 2006 as a magazine featuring contemporary art, culture, fashion, and design. In 2015, Sang Bleu founder Maxime Büchi redefined the company as a ‘multi-disciplinary media platform and creative agency.’ It is based in London and also has two tattoo studios in London and Zürich. The name ‘Sang Bleu’ can be found attached to many creative direction, publishing, and typography projects. The company has also collaborated with other artists and fashion designers, including those at Hublot.

The Hublot Big Bang Sang Bleu is unique in that it seamlessly combines watch design and art. Whereas many collaborations between watchmakers and artists end up as limited edition pieces with little watchmaking merit, Büchi has truly turned his vision into a proper watch with the Big Bang Sang Bleu. The geometrical design elements on the dial are a clear reference to Büchi’s tattooing style and flow into the watch’s case and strap. Büchi also introduced a new typeface—created by Büchi’s own design agency, Swiss Typefaces—for the hour and minute scales. What you end up with is a true piece of unique art for your wrist.

Hublot Big Bang Sang Bleu
Hublot Big Bang Sang Bleu, Image: Hublot

Overall, the partnerships mentioned here are just a small selection of all the partnerships Hublot has undertaken over the years. There are many more Hublot brand ambassadors like boxing champion Floyd Mayweather, music prodigy Lang Lang, sprinting champion Usain Bolt, and international supermodel Bar Refaeli. This shows both just how Hublot became synonymous with pushing cultural and technological boundaries and how they are able to connect to a large and diverse audience by choosing the right partners to produce something unique.

Read more:

Legendary Watch Brands: Hublot

Watch Brands and Cooperations

Formula 1 Watches


About the Author

Jorg Weppelink

Hi, I'm Jorg, and I've been writing articles for Chrono24 since 2016. However, my relationship with Chrono24 goes back a bit longer, as my love for watches began …

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