They say time ﬂies when you’re having fun—and Hublot can attest to that. After driving an electric Tesla through the winding roads of Switzerland’s Montreux Grand Prix (sponsored by Hublot), and then being chauﬀeured to the watch makers 60,000 square foot world headquarters, the above adage never rang more true.
At 32 years old, most high-end brands are just getting their feet wet, and discovering what works. But Hublot known for its porthole-inspired designs remains above water, playing in the same league as its century-old competitors.
Handcrafted to perfection isn’t a cliché here. Each watch body requires a minimum of 160 manual operations. Most of its timepieces have at least 500 components, which must pass a series of painstaking inspections—and reinspections.
The distinctive “H”—two parallel stems connected by a wavy bar—has become a universal symbol of the one-percent. You’ve surely heard Hublot name-checked in summer anthems by Jay-Z and 50 Cent. And it’s impossible to miss the wrist candy ﬂaunted by brand ambassadors Dwyane Wade, Usain Bolt, and Jet Li—all of whom were Hublot owners well before their appointments. Hublot is also the oﬃcial timekeeper of the FIFA World Cup and the Ferrari Challenge.
This past October, Hublot opened its newest boutique—number 54—in Atlanta, adding to a worldwide roster that includes Paris, Cairo, Shanghai, New York, Beverly Hills, and St. Thomas. The future of the brand is on display at Hublot in Nyon, Switzerland. There, you’ll ﬁnd platinum, gold, and steel works of art. But its most prized innovation is Magic Gold: the patented 18-karat, scratch-resistant mix of pure gold and ceramic used in Big Bang, an award-winning chronograph developed in 2004.
“Without innovation, there’s no future,” says Chairman Jean-Claude Biver. “And without tradition, there’s no future. You need both to have a great future.”