How I Learned to Stop Worrying and Appreciate Hublot

For this writer, it’s easy to pinpoint the high-water mark of when Hublot made its grand re-appearance to the market. In 2011, the Jay Z song “Otis” dropped which Jay Z and Kanye West rapped over an Otis Redding beat about the joys of their gilded lives while driving in a modified Maybach. If you fast forward to 00:52 seconds, you’ll hear Jay Z rap “New Watch Alert! Hublot!”. For many, this was their first introduction to the brand.
 

To coincide with the album release, Hublot partnered with Jay Z (aka Shawn Carter) on a collection of timepieces aptly titled the ‘Shawn Carter by Hublot Classic Fusion’. A limited edition sure, but a masterful marketing move that lured new buyers and an urban audience to the brand. Prior to partnering with Hublot, Jay Z was associated with Audemars Piguet and in 2006 launched the Royal Oak Offshore Jay-Z 10th Anniversary in Platinum. In order to orchestrate this coup, it’s rumored that Jean-Claude Biver personally handled the signing and terms of Jay Z’s contract with Hublot.
 

Speaking of Jean-Claude Biver, it’s undeniable that Hublot wouldn’t be the brand it is today without the guidance of Jean-Claude Biver. Around 2004, Jean-Claude left Omega to become CEO and shareholder of Hublot. Say what you will about Hublot, but the resurgence of the brand under Biver’s helm has been legendary. Biver jumpstarted the brand’s watchmaking efforts and signed important partnership pacts with dozens of people and groups. From Ferrari to Depeche Mode and even the New York Giants, the brand’s official partner list reads like a who’s who of international brand icons. In 2007, Hublot opened their first mono-brand boutiques in hot locales around the world, further exposing their timepieces to affluent and curious collectors.
 

The brand was officially acquired by the LVMH group in 2008 and these days, Biver has taken on more of an advisory role. He now serves at the Chairman of the Board. Current CEO, Ricardo Guadalupe has led the brand since 2012. However, Mr. Biver still is omnipresent for the brand’s announcements, Baselworld, and so much more. Even going as far as opening his private cheese reserves to gift Hublot branded cheese squares and rounds to friends, retailers, and a lucky few of us in the press. If you’ve ever seen a Jean-Claude Biver press conference, his energy, enthusiasm, and passion is unmistakable. For me, this is a very endearing trait and the first thing I think about when the name Hublot is uttered.

All of this marketing and pop culture intersections may be a lot for you to handle. But here’s the thing, there’s actually some impressive watchmaking going on at Hublot. The brand’s “Art of Fusion” philosophy isn’t taken lightly. The brand has a dedicated foundry in-house that produces most of their fusion metals and exotic materials. Gold is a hallmark of the brand and the ensuing Magic Gold alloy is the world’s first scratch proof gold alloy. Seeing someone rake a key across the face of a watch would normally be a cringeworthy sight, but not here, I can personally attest that these things are mighty impressive. Ceramics and carbon fibers are also used throughout the brand’s novelties. At Baselworld 2018, the brand introduced the world’s first red ceramic watch. On top of this, the brand has brought to market a variety of full sapphire timepieces at price points unmatched by other brands. All of these materials, mostly made in-house, lend credibility to Hublot’s innovation and resulting prosperity.
 

Hublot is indeed a polarizing brand that knows how to make waves. In the watch industry, nearly everyone has an opinion of the brand. But that’s exactly the point, they have you talking and paying attention. From the Oktoberfest launch of the Big Bang Bavaria to a Basel soccer match between Pelé and Usain Bolt, you have to admit, you’re at least a bit curious right?
 

If anything, you’re smiling, perhaps at the clever design, the out-of-the-box partnerships, or even the cheese. Doesn’t the brand at least pique your interest? It sure does mine.
 

(Photography by Liam O’Donnell)