They say time ï¬‚iesÂ when youâ€™re having funâ€”and HublotÂ can attest to that. After driving an electric Tesla through the winding roads of Switzerlandâ€™s Montreux Grand Prix (sponsored by Hublot), and then being chauï¬€eured 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 isnâ€™t a clichÃ© 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 inspectionsâ€”and reinspections.
The distinctive â€œHâ€â€”two parallel stems connected by a wavy barâ€”has become a universal symbol of the one-percent. Youâ€™ve surely heard HublotÂ name-checked in summer anthems by Jay-Z and 50 Cent. And itâ€™s impossible to miss the wrist candy ï¬‚auntedÂ by brand ambassadors DwyaneÂ Wade, UsainÂ Bolt, and Jet Liâ€”all of whom were HublotÂ owners well before their appointments. HublotÂ is also the oï¬ƒcial timekeeper of the FIFA World Cup and the Ferrari Challenge.
This past October, HublotÂ opened its newest boutiqueâ€”number 54â€”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, youâ€™ll ï¬nd 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.
â€œWithout innovation, thereâ€™s no future,â€ says Chairman Jean-Claude Biver. â€œAnd without tradition, thereâ€™s no future. You need both to have a great future.â€