WHAT DOES FUSION MEAN TODAY COMPARED TO FIVE YEARS AGO, ESPECIALLY ACROSS WATCHMAKING. CULTURE, AND NEW COMMUNITIES?
Fusion used to focus on combining different materials. Today, it goes far beyond that. It is about bringing the highest level of watchmaking expertise, equal to the best in the industry, together with a contemporary, disruptive, and innovative spirit. Hublot combines traditional mechanical craftsmanship with modern creativity and design, giving clients both technical excellence in the movement and innovation in the aesthetic.
HOW DO YOU BALANCE BEING NEITHER TOO FASHION-FORWARD NOR TOO TRADITIONAL, AND WHAT REFLECTS THAT BALANCE?
Hublot now balances its past with its future. While the brand was once focused only on building forward, it now integrates its history into its approach. It follows strict, high-end criteria in movement-making to achieve perfection, as seen in pieces like the Unico chronograph, while continuing innovate in materials and design. Innovations such as using osmium, the rarest material, and setting baguette diamonds on sapphire demonstrate how the brand maintains a modern, dynamic edge while respecting traditional watchmaking standards.
HOW HAS YOUNGER CONSUMER BEHAVIOR CHANGED YOUR DEFINITION OF LUXURY?
Luxury today is about expressing personality. When wearing a Hublot watch, the client makes a statement about individuality and character. Hublot clients do not want to wear the same watch as everyone else. They choose the brand to stand out and embrace their difference, rather than follow traditional status symbols.
HOW DO YOU PREVENT ICONS LIKE THE BIG BANG FROM LIMITING INNOVATION ACROSS COLLECTIONS?
The Big Bang and Classic Fusion coexist with distinct identities and both allow room for innovation and new materials. The brand also discontinues models when they reach their peak, maintaining strong demand and increasing desirability, while creating space for new ideas and developments.
HOW DO YOU ADDRESS SUSTAINABILITY IN MATERIAL INNOVATION?
Through LVMH’s Life 360 framework, Hublot applies strict standards to sourcing and production. The brand closely monitors suppliers and even the suppliers of its suppliers, ensuring that materials such as gold and diamonds are sourced responsibly, with respect for the environment and working conditions. This level of control reflects the responsibility expected by clients today.
WHAT IS YOUR STRATEGY BEHIND PARTNERSHIPS AND AMBASSADORS?
Partnerships are designed o create emotion and connection. Beyond increasing awareness and desirability, they allow clients to feel part of the brand. Through the Hublotista community and interactions with ambassadors, the brand creates memorable experiences. Moments with figures such as athletes and football legends give clients experiences they will remember, reinforcing the emotional value of the brand.
WHAT IS YOUR BIGGEST CHALLENGE TODAY?
The global situation remains the main. challenge. Economic uncertainty and geopolitical tensions affect consumer confidence, which is essential in luxury. While Hublot continues to perform well through innovation and creativity, a more stable and positive global environment would support the industry.
WHAT TRENDS WILL SHAPE HUBLOT’S STRATEGY IN THE NEXT FIVE YEARS?
Clients are becoming more knowledgeable and expect to buy the best products available. While Hublot is well known for materials and bold marketing, there is a need to communicate more about its watchmaking expertise. With strong in-house movements, a ten-year warranty, and a combination of technical excellence and creative design, the brand offers a unique proposition that it aims to highlight more clearly.
