Hublot ambassador Maxime Plescia-Büchi. © Hublot SA

Hublot is celebrated for being the most pioneering and original brand in the world of haute horlogerie. The first watch brand to sponsor international football, the first watch company to make an all-black watch with black dial, numbers and hands, the company famously mixes precious and base metals and materials in its timepieces, and counts sports stars and athletes on its roster of fans. Its partnership with London-based Swiss tattoo haute artiste Maxime Plescia-Büchi takes luxury to a different dimension, as Millie Walton discovers through a conversation with CEO Ricardo Guadalupe

Next year Hublot will celebrate its fortieth anniversary. In the world of Swiss watches, that roughly equates to early adolescence, but, as Hublot’s chief executive Ricardo Guadalupe assures me, “You can be young and have success”. This, in fact, neatly sums up the brand’s aspirational ethos and hugely successful marketing strategy. Through select partnerships with the likes of Usain Bolt, Richard Orlinski, DJ Snake and Maria Höfl-Riesch, the brand has developed its own culture encompassing everything from music, sport, cars and contemporary art to luxury destinations such as Courchevel, Zermatt, Saint-Tropez and Mykonos. The idea is, as Guadalupe puts it, “to create a universe of Hublot”.

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Today, the brand has 4.8 million followers on Instagram, which is not only reflective of their young consumer base – 60 per cent of Hublot’s customers are aged between 20 and 40 years old – but also the changing nature of luxury itself. “The young generation don’t have in mind which are the standard brands of [the luxury] industry. When you’re older, you’re less likely to move to another brand, your choices are already made,” explains Guadalupe. “That’s why we speak to very young consumers, as young as fifteen. We want them to one day dream of getting a Hublot watch.”

The Big Bang Sang Bleu II in titanium pavé

This forward-thinking approach is most clearly demonstrated in Hublot’s choice of collaborations and specifically, the brand’s decision to associate with the art world and notable figures from contemporary urban culture such as renowned tattoo artist and designer Maxime Plescia-Büchi who has now been collaborating with the brand for just over four years. “I think they really took a chance on me at every level,” says Plescia-Büchi, but as a Swiss national, watches were already an integral part of the designer’s identity well before Hublot came along. He recalls flicking through adverts for early luxury sports watches in his collection of vintage National Geographic magazines and even once interviewed Jean-Claude Biver (the former president of LVMH Watches and chairman of Hublot) for an issue of a magazine that he was then running. Nevertheless, receiving an invitation to design the iconic Big Bang must have been exciting.

Plescia-Büchi at work on the Big Bang Sang Bleu

“I prepared some quite radical designs alongside some more conservative options,” says Plescia-Büchi, reflecting on the design process of his first timepiece, the Big Bang Sang Bleu. ‘To [Hublot’s] credit, it was 100 per cent their decision to go with the weirder one.” With a few adjustments – “we had a lot to do in terms of translating how to make [the 2D design] into a watch” – the timepiece launched in 2016 with an initial run of 200 pieces. Crafted largely from glass and titanium, the Big Bang Sang Bleu was a celebration of pure form and geometry, taking influences from architecture, philosophy and Plescia-Büchi’s own tattoo designs. The original idea was to feature the geometric pattern printed onto the watch face with the hands on top, but the designer envisioned more depth and suggested using the shapes as the hands themselves. Given the delicate art of watchmaking, the final version, which features three octagonal discs instead of hands to indicate the hours and minutes, is a huge achievement. “Seeing the watch finished,” Plescia-Büchi admits, “was the closest thing to having a child.”

Read more: Princess Yachts CEO Antony Sheriff on a new generation of yachting

Hublot’s collaborators, unlike with a lot of brands, work with the watchmaker on an ongoing basis, thus becoming an integral part of the brand’s identity. For the Big Bang Sang Bleu II, which was released at the end of 2019, for example, Plescia-Büchi refined the original design to create a more three-dimensional case and inverted the facets to restore Hublot’s iconic porthole shape. “It’s about combining my DNA and Hublot’s DNA to create something new that is also true and faithful to both of the origins,” says Plescia-Büchi. “Something that I find extremely pleasant is that when you’re designing watches you work over many years on slow incremental changes, which is actually quite akin to designing tattoos. You get time to continue improving the design, which is different from designing fashion, for example, because you have a quicker turnover. You can come up with something crazy and the next season, people will have already forgotten.”

The Big Bang Sang Bleu II in gold

The designer was, in fact, approached by another watch brand before Hublot but declined the opportunity: “It wasn’t the level of prestige where I thought I could be”. Though fifteen years ago, Hublot might not have made the cut. Success truly came from the brand when they started “to connect tradition and innovation,” explains Guadalupe, a concept that is at the heart of Hublot’s universe and rooted in a deep understanding of their consumers’ expectations and lifestyles. “The young generation in particular are looking for something iconic with a strong personality and identity,” says Guadalupe. “For men, especially, a watch is the main way to really differentiate yourself, it expresses who you are.” Part of the appeal of buying a Hublot watch is gaining access to the ‘family’ and all the perks that come with it. Football-loving collectors, for example, are invited to all of the games at Chelsea FC with whom Hublot has an ongoing partnership. Indeed, Hublot was the first luxury watch brand to ever support football, again demonstrating a deep understanding of consumer culture as well as a highly innovative marketing strategy. Since 2008, the brand has been the official timekeeper of all of the UEFA men’s European Championships as well as the FIFA World Cup since 2010, and this year, marks the beginning of the brand’s relationship with UEFA’s women’s football.

When it comes to women’s watches, Hublot is still developing – the brand sells only 25 per cent to women – but their approach is unique in the sense that their designs differ very little for the female audience. With the Sang Bleu timepieces, for example, the ladies’ versions are embellished with diamonds, but otherwise remain the same. Look for a women’s collection on the Hublot website and you won’t find it; the watches are listed only by their collection. “It’s no longer men who buy watches for women as gifts. Women decide to buy whatever they want,” says Guadalupe.

Hublot x Women’s Football

Aleksander Ceferin, UEFA President & Ricardo Guadalupe, Hublot’s CEO

Over the past few years, women’s football has increased significantly in popularity with US-based data company Nielsen revealing that approximately 314 million people are now interested in the game. It is perhaps no surprise then, that Hublot recently announced its support, becoming the Official Partner of the Women’s EURO 2021. “In the end [football] talks to the consumer. It doesn’t matter that not everyone can afford to buy a luxury watch, if they know Hublot is a watch that’s positive,” says Ricardo Guadalupe. But the partnership works both ways. As Guy-Laurent Epstein, Marketing Director of UEFA Events SA, puts it, Hublot’s presence as a world-famous brand is “proof women’s football can be supported on its own merits”.

Find out more: hublot.com

This article was originally published in the Summer 2020 Issue.

Ricardo Guadalupe (left) with Richard Orlinski and one of his ‘Wild Kong’ sculptures

Luxury Swiss watchmaker Hublot is letting artists design their timepieces, and their customers and collectors love them. Rachael Taylor examines a new trend in horological branding

Hublot chief executive Ricardo Guadalupe was on a skiing holiday in the exclusive Courchevel resort in the French Alps when he spotted unusual sculptures rearing out of the powdery white slopes. The giant faceted animals, including a howling wolf, a chest-beating gorilla and a bright red Tyrannosaurus rex, were the work of contemporary French artist Richard Orlinski, and this chance encounter with a mountain-top menagerie would go on to inspire a surprise hit for Hublot.

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“Maybe Hublot was surprised, but I wasn’t,” laughs Orlinski, commenting on the success of the first watch he designed for the brand. “I don’t know if I have talent, but with my eyes I can see what people see. I’m a mainstream guy. When I like something, a lot of people like it.”

Indeed, Guadalupe has described the demand for Orlinski’s Hublot watches as “unbelievable”, and impossible to fulfil. The collaboration first started in 2017 with the Classic Fusion Aerofusion Chronograph Orlinski, a polished titanium skeletonised model with a sharply faceted case and bezel that mirrors Orlinski’s iconic sculptures. The Swiss watchmaker, passing creative control to an artist for the first time, created a modest run of 200 watches, unsure of how they would be received. The collection quickly sold out, attracting existing Hublot collectors, as well as aesthetes, art buffs and quite a few of Orlinski’s famous friends who were new to the brand.

Hublot’s Classic Fusion Tourbillon Orlinski Black Magic

Since then, Orlinski and Hublot have partnered to create a further 10 editions of the watch. These include a vivid-red ceramic version that launched last year; the colour, which is technically very difficult to achieve and is exclusive to Hublot, matched a shade applied to many of Orlinski’s sculptures. For luxury collectors, there is the Aerofusion Chronograph Orlinski King Gold Jewellery, a 18ct solid-gold version set with more than 300 diamonds. And at the top of the range is the Tourbillon Power Reserve 5 Days Orlinski Sapphire, limited to just 30 watches, with a case made entirely from polished sapphire crystal.

Read more: Trevor Hernandez’s surreal urban photography

The faceted cases and bezels of Orlinski’s watches dazzle with light and shadow, adding a sculptural edge to the design. Keeping the watch functional, legible and wearable was important to Orlinski, who is himself a watch collector. “I know a lot about watches,” he says, but admits that until this collaboration his hoard did not include a Hublot as it was focused on vintage timepieces. “I wanted to make a mix between a watch and a sculpture – something you can wear every day, not something very strange.”

Hublot was not the first watch brand to come knocking at Orlinski’s door. Others had tried, but they offered the chance to customise rather than create. For Orlinski, this was not enough. “I always declined because they wouldn’t let me do anything,” he says. “Hublot treat me as a watch designer.”

Richard Orlinski

By giving Orlinski autonomy over the watches that bear his name, the mainstream magic that the bestselling French artist claims to wield has rubbed off on Hublot, making it a commercial success, while also giving it a dose of art kudos. The collaboration has also had benefits for Orlinski’s art, as the global exposure he has enjoyed while touring the world for Hublot events has widened his fan base.

Such synergy between the contemporary art and luxury worlds has led to many such hook ups, as brands use artists to inject fresh vigour into heritage labels. Last year, Chaumet celebrated modern African art by enlisting Kenyan graphic designer Evans Mbugua to create a collection of high-jewellery brooches, while Dior invited 11 artists, including Isabelle Cornaro, Li Shurui and Poppy Apfelbaum, to reimagine its Dior Lady Art handbag.

The Classic Fusion Aerofusion Chronograph Orlinski Red Ceramic

“Nowadays, art gives a credibility to brands,” says Orlinski. “A lot of them understand that they have to tell stories; selling things is not enough now. We live in the World 2.0, and things are changing so fast. If you want to stay in the game, you have to be open minded. People want something different.” It’s also, he says, about using popular art to engage with a wider audience: “Even if you are a luxury brand, you have to talk to everyone. If you only talk to the rich people, you’re dead. The brands that don’t change are going to die.”

Read more: Art collector Kelly Ying on the contemporary artists to watch

As art and watch collectors line up to own a wearable piece of Orlinski, Hublot plans to keep this particular point of difference very much alive and ticking. While the core design of the watch will stay true to its faceted form, Orlinski believes there are myriad possibilities for the future, such as fresh colourways, new materials and increasingly complex horological complications. And at Baselworld watch show in March 2019, the first line of Orlinski Hublot watches for women will be unveiled, opening up a whole new market. “This model will evolve a lot,” says Orlinski. “I have so many ideas, we can go on collaborating for 20 years. It’s just a matter of talent, energy and brainstorming.”

Orlinski with actor Jacqueline Bracamontes at the launch of the Mexico variant of his Hublot watch

The case for collaboration

Hublot, like most watch brands, is best known for its sporting collaborations – its long-running partnership with Ferrari continues to be the vanguard of such alliances. Deals like this, and its sponsorship of the Fifa World Cup in Russia last year, are, according to chief executive Ricardo Guadalupe, the “premier league” of collaborations, to use a suitably sporting analogy. Uniting the worlds of timing and art is a less obvious strategy, but brings other benefits that Guadalupe is keen to cultivate.

“We’re always looking for new inspirations, and we have found that we should not stay in our industry, but go outside,” he says. “When you come with something unique and different, I think consumers are really waiting for that.”

Read more: Why you need to see Sarah Morris’ latest exhibition at White Cube, London

As well as working with Richard Orlinski on his hugely popular line of faceted watches (“The demand is still unbelievable. We can’t keep up with it”). Hublot has also engaged Los Angeles-based street artist Tristan Eaton and London tattoo studio Sang Bleu to reinterpret its Aerofusion and Big Bang models.

“[Working with artists] positions us as a trendsetter in creating new designs for watches and this is really important,” says Guadalupe. “We are at the beginning of the process with Richard Orlinski, with the tattoos, so this is something really new that is appearing in our world. Probably it will bring new consumers into our brand, but it also allows our actual consumers that love Hublot to buy a new watch. You must bring always something different and innovative. [Through art] we are creating a new way of making watches.”

Find out more: hublot.com

This article was originally published in the Summer 19 Issue.

Hublot Classic Fusion Bucherer Blue Edition

Hublot’s recently launched timepiece in partnership with Bucherer is at the top of our Christmas list. Here’s why it should be on yours

1. It’s classically beautiful

Dark blue and ageing copper make for an elegant, timeless look.

2. It’s limited edition

Often a loose term, but in this case, it’s actually true. Only 30 pieces have been made.

3. It’s two for the price of one

It’s designed by Hublot for the Bucherer Blue Editions collection, which means you get to say you have a Hublot watch and a Bucherer watch…

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4. It’s unusual

Hublot’s Art of Fusion concept seeks to combine unexpected materials; in this case, the watch’s case brings together ceramic and bronze.

5. It’s wearable with anything

Okay, so it might be slightly on the smarter end of the scale, but it’s surprisingly hardy too. The strap combines blue rubber with alligator leather for extra durability and comfort, and it’s water resistant up to 50m.

6. It will get better with age

Bronze is a material that develops over time, meaning it will only get more and more beautiful.

Convinced? You can buy online via: uk.bucherer.com/hublot-bucherer-blue-editions-watch

The Big Bang Unico Teak Italia Independent, only 100 of which were made

Hublot is fusing smart technology with sleek design to enthral a new generation of customers. Jason Barlow reports

Hublot is enjoying a renaissance. A renaissance that began with four weeks in the global spotlight this June, its prominence during the most compelling football World Cup in a generation exposing this most quixotic of watch brands to a huge new audience.

Inspiring an allegiance between a brand and a client is way more complicated than simply (expensively) forging a partnership with the world’s biggest football tournament, Formula One, or any number of individual ambassadors. Clearly, it helps. But it also helps when the brand in question has something genuinely interesting to say. There are lodestar names in the world of haute horology – Rolex, Patek Philippe, Audemars Piguet – and there are arrivistes, upstarts. Too many to name, in fact, and each freighted with a different set of promises. But certain attributes rise above the rest. Innovation. An engineered aestheticism. Authenticity. This last one is a cornerstone of the entire luxury edifice, and takes time to establish.

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Some get there with incredible rapidity: to take an example from a parallel world, Bugatti began making cars in 1909, artisanal Italian supercar maker Pagani only in 1992. The latter’s cars are the Fabergé eggs of the automotive sphere, precious beyond belief, Pagani’s connection with its clients the ne plus ultra of the car world. Or think of the Marchesi Antinori winery, whose classic Chianti production spans an incredible 26 generations, all the way back to 1385. An astonishing HQ in Bargino, Tuscany, acts as a temple to Antinori’s status and relentless ambition.

Hublot CEO Ricardo Guadalupe and Jean- Claude Biver, head of watchmaking at LVMH

Hublot made its debut in 1980, but has navigated its way to a position of formidable brand power. In 2017, it enjoyed a record year, with a growth in sales of 12 percent, against an industry-wide backdrop of reduced revenues. How has it achieved this? CEO Ricardo Guadalupe’s approach is a fascinating one to dissect. “At Hublot, we strive to have technology at the service of the aesthetics,” he explains. “For us, it is not a battle but a right mix to find.”

I ask Guadalupe to delineate the brand’s ambassador strategy.

“Firstly, we go where our clients are! We continuously focus on our customers, we elaborate our partnerships in accordance with the interests of our clients, to better suit their needs and their expectations. Football, cars, art and music are such areas where our customers are.

Read more: Moynat unveils new collection of bags in London

“We are partnered with FIFA and UEFA, which are the two most important organisations in the football universe. And with Ferrari, which is certainly the most famous car brand in the world. We do things
according to our motto: ‘First, unique, different.’ When entering a new partnership, we always research to fuse our world with that of the ambassadors. What is important is that the potential ambassador is already a Hublot client and that he/she loves the brand. This really matters for us.”

Brand ambassador Usain Bolt

It’s sometimes tempting to think that many high-end brands are 70 percent marketing confections, 30 percent watch. Tuning this approach with the right sensitivity and science is something Guadalupe and his team are acutely aware of.

“We try to have the same strategy for all the countries in order to allow everybody to be part of the Hublot world,” he says. “But of course, we have some differences and some specificities for some markets. In China, we do not do print advertising, only digital. We also stage events around our boutiques or around the department stores where we are present. We have some ambassadors linked to their country: [pianist] Lang Lang is known all around the world but in China he is even more than a superstar.

“Our prices start from about £3,000 and we have a large selection at different prices. It means every person with a budget for a luxury watch can find his or her Hublot timepiece. Besides, we indeed think that we sell a dream, but it is not necessarily the most expensive watch. It is just about the emotion the client shares with their watch.”

The Big Bang Referee watch, to coincide with the 2018 World Cup

Entry points are moot. When former CEO of Hublot Jean-Claude Biver (now head of watchmaking at LVMH, to whom he sold the brand in 2008) decided to lower the barriers to TAG Heuer ownership to bring in the next generation of customers, it risked diluting its appeal to older, wealthier, arguably more discerning clients. Here, too, is another link with luxury brands beyond the watch world, and it had to be done. Ask any CEO in the automotive sector to outline the challenges they face, and high on the list will be reaching millennials. They simply don’t have the same relationship with cars that their parents did, partly because connectivity means something very different in 2018 than it did in 1988. The smartphone is the device that conquered the world, not always beneficently. So, how does Hublot tackle this challenge?

“As in the car, your first watch cannot be a Hublot,” Biver says in his typically forthright way. “You need some culture and knowledge, and most importantly you probably need to buy first one or two ‘classic’ or ‘traditional’ watches, before being ready for a disruptif and fusion watch.”

And what of the threat posed by so-called smart watches? Here, surely, is the item craved by millennials, at the expense of traditional watch-making.

“I am fully aligned with Mr Biver’s view,” says Guadalupe. “Smart watches should be considered as an advantage for the Swiss watchmaking industry because they conquer the wrist of people who weren’t wearing any watch. Moreover, one day, those young clients will also be interested in owning a piece of art on their wrist – and this is what we do.”

Hublot watches are still made in Switzerland

The brand collaborated with tattoo artist Maxime Büchi

Guadalupe also believes that Hublot’s very youth permits the disruption desiderated by so many brands, including some heritage names. It also liberates Hublot from the urge to simply reboot past successes. Instead of yet another tribute to something, he’s more interested in using new material, such as ceramic or sapphire. The partnership with Ferrari is emblematic of this approach: Hublot’s Techframe imports Ferrari’s expertise in advanced materials, to thrilling effect – how does titanium, King Gold or PEEK (polyether ether ketone) sound? Working with Italia Independent’s Lapo Elkann also maximises
the opportunity for what the fabulously flamboyant scion of the Agnelli family calls ‘contamination’. Tattoo artist Maxime Büchi has worked wonders there.

Read more: Château Mouton Rothschild supports restoration of Versailles

But back to connectivity, and Hublot’s unique manifestation of the concept.

“We created our first connected watch, the Big Bang Referee 2018 FIFA World Cup, as it was a specific need expressed by FIFA,” says Guadalupe. “Wanting a customised watch for the referees, FIFA asked Hublot to conceive the perfect watch to accompany them on the pitch during matches.

“Moreover, it was not possible to have all the necessary information on a mechanical watch, that is why we did a connected one. Nevertheless, it has all the attributes of the iconic Big Bang. Its emblematic architecture cut out of the lightness of titanium, its bezel decorated with six H-shaped screws, its Kevlar insert. Even the display on its analogue mode dial could pass for the same aesthetic as that of the automatic models. It is certainly a connected watch, but it is first and foremost a Hublot watch.”

Hublot’s ‘digital boutique’ launch in New York

Two other over-arching trends can’t be ignored. Firstly, does the resurgence of interest in ‘analogue’ – more vinyl records were sold in 2017 than any year since 1988 – favour Hublot?

“I think we must combine the two together,” says Guadalupe. “Digital is important and we must be into it if we want to keep in the era of time, but at Hublot, we keep thinking that it is important to merge tradition and innovation. It is not because we created a connected watch that we are forgetting the past. A key of our success is we are able to find the good balance between those elements.”

The other is the rise of ‘experiential luxury’, the realm that exists beyond the mere act of acquisition. This is a major preoccupation in the luxury world.

“Hublot is aware that the key asset of an excellent customer relationship is based on trust, availability and flexibility,” says Guadalupe. “We have innovatively imagined a ‘virtual’ digital boutique that perfectly complements the role and presence of its physical boutiques around the world. By remotely offering its customers 3D-facilitated access to its products, knowledge and knowhow, Hublot is successfully creating a new bespoke customer service, and preserving the essential denominator of any relationship – that is to say the human connection. It is a new customer experience that is beginning in the United States before being rolled out across the entire world.”

Hublot’s moment looks set to continue.

Discover Hublot’s collections: hublot.com

This article originally appeared in the LUX Beauty Issue. Click here to view more content from the issue.

The Zenith El Primero Elite

With its revolutionary new mechanism, Zenith has challenged a 300-year-old watchmaking standard. Rachael Taylor meets the innovator behind the brand

In the Jura mountains, a high-altitude stretch of Switzerland deeply embedded in watchmaking heritage, Julien Tornare is operating a start-up. A 153-year-old start-up. Or at least that’s the way the Zenith chief executive views his leadership of this watch brand in flux.

The past couple of years have been stacked with innovation for Zenith. At global watch fair Baselworld in 2017, the maison delivered a reboot of the quite aptly named Defy collection that has shaken up not only its own offering, but the watchmaking status quo. The star of that first new wave was the Defy El Primero 21, a high-beat chronograph that can offer timing accuracy to 1/100th of a second, should you need to be absolutely sure which of your colleagues can complete the morning coffee run the swiftest.

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The Defy Classic with a blue alligator leather strap

Six months later came the really big news. Defy Lab, an experimental line of watches powered by silicone oscillators, not metal, had the watch community ready to self-combust. This was the first time that someone – Guy Sémon, a physicist and former French navy pilot, who is now the general director of Zenith’s sister brand TAG Heuer, to be exact – had successfully challenged the 300-year-old balance spring method developed by Dutch horologist Christiaan Huygens, the man responsible for the satisfying swing of an oscillating weight on your wrist.

What in traditional mechanical watchmaking once required 30 individual metal components, can now be done with just one silicon part. As well as reducing possible mechanical complications by having only one component to maintain, and making the watch lighter, this alternative silicon-driven mechanism also uses less power, and so increases the power reserve of the watch.

Zenith watches are still made in its atelier in Le Locle, Switzerland

The Defy Classic

When the Defy Lab watches were launched, just 10 were made, and these experimental timepieces were very much sold as experiences. For an entry fee of CHF29,900, a small group of connoisseurs was inducted into the Defy Lab. Each was flown first class to Switzerland to collect their watch, and have dinner and a wine tasting session with Tornare and his boss Jean-Claude Biver, the charismatic president of Zenith parent company LVMH’s watch division. Between jovial sips and nibbles, the two pressed upon these early adopters that by supporting this launch, they are now part of watchmaking lore, and also that their watches might be less than flawless.

“There might be some corrections,” admits Tornare. “I told them, you’re buying the research so your watches may not be perfect. They understand that they are part of the turning point, not only for Zenith but for the whole [watchmaking] industry.” Rather than be put off, this collusive, pioneering spirit has the collectors rapt – and connected. “On their own initiative, they have created their own WhatsApp group,” says Tonare.

Read more: Why you need to see the Rodin “Draw, Cut” exhibition at Musée Rodin, Paris

While the Defy Lab launched to much fanfare – with watches delivered by drone to a packed-out preview as Biver shouted, “We are the future of watchmaking!” – the use of silicone has had its detractors, who are worried that this game-changing engineering could destroy traditional horology. “Every time we change something you have two different reactions,” muses Tornare. “Purists are often against change, but when you get to the wider population of clients and millennials, that’s what they want. They want to buy something that brings something new and creative. We have to work between these worlds.”

Though he refers to the purists as friends, it is the more adventurous crowd that Tornare is really pursuing with the new direction in which he has been pushing Zenith since his arrival at the brand 18 months ago. “I worked a lot with Mr Biver [when I first joined], we exchanged a lot on the DNA of the brand,” he says. “In 153 years of history, there has always been a very strong spirit of innovation. Now the big question is, how do we keep millennials interested in mechanical watches? If we don’t want to become a museum brand, we have to keep bringing new things.”

When speaking of Zenith’s innovation, Tornare refers to the El Primero, which, when it launched in the 1960s was the first Swiss-made, fully integrated automatic chronograph, making it revolutionary at the time. And the line remains one of the most respected automatic chronographs in its price range today. Yet, like the rest of the Swiss watch industry, Zenith got complacent in the boom times. “The whole industry became a little bit static, especially in the past 12 to 15 years when all the brands did so well with the first generation of Chinese [wealthy consumers] buying anything at any price. Maybe the industry became a little bit lazy. Global brands tended to look to the past, including Zenith. It’s very important to wake up. We need to build from our heritage, but also create for the future.”

The Zenith building’s facade bears the initials of founder Georges Favre-Jacot

Zenith’s manufacturing facility was renovated in 2012

Tornare is applying this methodology not only to the products that Zenith produces, but to the entire company ethos. And with freshly installed ping-pong tables and cosy weekly breakfast chats with the entire team, he is consciously creating a start-up culture within a heritage luxury business. The concept is so alien that the highly respected IMD business school in Lausanne, at which Tornare himself studied, is currently working on a case study about Zenith and the challenges of being a retrospective start-up.

The Defy Classic with a titanium bracelet

Yet, for Tornare, who has spent much of his 25-year career in watches outside of his Swiss homeland, taking jobs in Hong Kong and the US, it makes perfect sense. “We have to think differently,” he says. “Swiss watch companies, and those located in the mountains, such as Zenith, are turned to the past. When I came on board, I started talking about a start-up spirit. I want to be innovative and dynamic.”

Read more: We ask Corum’s CEO Jérôme Biard 6 Questions

With a large staff deeply ingrained in Swiss watch culture, spread over 18 buildings, it was a hard sell at first. “The first [breakfast] sessions were difficult as it was a bit of a one-way speech and people were not interacting, but by the fourth session they got the exercise and one watchmaker stood up and asked, ‘Why don’t we have big celebrities like other brands?’,” says Tornare, who deftly responded that the lack of star power comes down to budgetary issues. “For me, though, it’s not about ideas to implement, it’s about the exchange and to make them feel part of the adventure.”

Stacked watch plates during manufacturing

The next step in that adventure is to commercialise the Defy Lab watches. “From the very beginning, we didn’t want to have 10 prototypes and then stop there,” says Tornare. “I still remember as a kid at the Geneva car show, you could see so many great cars looking like space ships, but they would never get on the market.” This isn’t what he wants for his brand.

Moving Defy Lab beyond science experiment status to full-blown innovator requires scale, and Tornare is “95 percent sure” that just after Baselworld 2019 at the end of March next year, Zenith should release a more commercial offering of these watches. Production levels will depend on keeping to a strict testing schedule, but Tornare is hopeful of producing between 400 and 600 watches, which he expects to be offered at a more accessible sub-€15,000 price tag.

The margin of error is so high for the silicone oscillators, that should the shape be out by a micron (the silicone is cut by laser and hand corrected), it will not keep time accurately, and as such, each watch needs to be individually tested. Tornare should know more at the end of the summer, when his team return from their holidays and bring back the Defy Lab watches they have been testing in different environments. Not quite the strict lab conditions we expect from Switzerland, but this crowd-funded research most definitely fits in with the all-new modern attitude of this evolving watchmaking legend.

View Zenith’s collections: zenith-watches.com

Chelsea FC players Ross Barkley, Marcos Alonso, Olivier Giroud and David Luiz with Hublot CEO Ricardo Guadalupe (middle) cutting the ribbon to mark the opening of Hublot’s London flagship boutique

Monday night saw the official opening of Hublot’s flagship boutique on New Bond Street

Celebrities and fashionistas lined the pavements of New Bond Street in the early evening to celebrate the opening of Hublot‘s first flagship in London and 92nd international store. The store replaces the brand’s previous shop, at the Northern end of the same street, which was run by the watchmaker’s former UK partner Time Products Luxury and owned by Marcus Margulies. Together with four Chelsea FC players, Hublot’s CEO Ricardo Guadalupe cut the ribbon.

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Guests admired the glossy interiors and Pop-Art paintings of the brand’s iconic Big Bang watches whilst Chelsea players signed an illustrated map charting the route from their Stamford Bridge stadium to the Hublot boutique – a gift to mark the extension of the club’s partnership with the brand for another three years.

British model Lara Stone

Ricardo Guadalupe and Olympic athlete Dina Asher-Smith

Read more: Caroline Scheufele on Chopard’s gold standard

Those attending included Lara Stone, Dina Asher-Smith, Amy Jackson and English cricketer Nick Compton. Celebrations continued late into the night with a champagne reception and dinner at Beck in Brown’s Hotel.

The interiors of Hublot’s New Bond Street boutique

Actress Amy Jackson

England football manager Gareth Southgate

Adam Mcnamara, Jack Lowden and Oliver Proudlock

The Hublot Flagship Boutique is located on 14 New Bond Street, London W1S 3SX. For more information on the brand visit: hublot.com

Ulysse Nardin FREAK VISION, launched at this year’s SIHH

The venerable Swiss watchmaker Ulysse Nardin, known for its elaborate and striking timepieces, was purchased by luxury group Kering (owner of Gucci, Bottega Veneta and Stella McCartney) in 2014 and recently appointed Patrick Pruniaux as its CEO. Hailing from Apple‘s smartwatch division, and before that rival brand TAG Heuer, Pruniaux reveals some bold new designs at this week’s Salon International de la Haute Horlogerie fair in Geneva. His challenges: to differentiate Ulysse Nardin from others in a crowded market; to conquer China; and to conquer the Millennial market.

Patrick Pruniaux

LUX: Talk us through your releases at SIHH and also the Torpilleur?
Patrick Pruniaux: The general theme of our SIHH 2018 is #freakmeout! And the watch epitomising at best this mindset is the new FREAK VISION, a true revolution in terms of energy optimisation in a mechanical watch.

The Marine Torpilleur has been launched as our pre-SIHH novelty last October and It’s already a best seller.

LUX: What were the challenges you faced on taking up the position of CEO?
Patrick Pruniaux: Surprisingly, not so many. The foundations were there: incredible products, stunning know-how, motivated teams and great heritage. However, in terms of marketing and communication, we need to improve the storytelling and to create the dream around our products.

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LUX: What are the most interesting aspects of the luxury watch market for you?
Patrick Pruniaux: Challenges are always more interesting than assets. In the case of the watch industry, we have to invest on millennials. They represent the future and they are keener at wearing a connected than a mechanical watch.

LUX: Where are the most vibrant markets, and where do you have most growth potential?
Patrick Pruniaux: The USA, Russia and China are key markets for Ulysse Nardin. Historically, we are very strong in America and Russia. China represents for us a huge potential development.

LUX: Is the luxury watch space becoming too crowded? How do you differentiate?
Patrick Pruniaux: Creativity is the one and only answer.

Carriage assembly of the Tourbillon timepiece

LUX: How important is heritage vs innovation?
Patrick Pruniaux: One needs the other. Heritage always inspires innovations. Take for example our new Marine Torpilleur, its design comes directly from our onboard marine chronometers.

LUX: How important are technological advances and complications? Patrick Pruniaux: At Ulysse Nardin, innovation is driven by the research of horological performance. The best illustration I could give is our “Grinder” technology: a unique winding system we have incorporated in our new FREAK VISION timepiece, launched at SIHH 2018. Thanks to this innovation, every tiny movement of the wrist is optimised to rewind the barrel spring in the most performant way.

LUX: Are women becoming more influential in the watch market? Patrick Pruniaux: They have always been. Most of the time, when a man buys a watch, he always wants to know his wife’s opinion.

LUX: Do you wish to change what Ulysse Nardin stands for?
Patrick Pruniaux: Ulysse Nardin always stands for ultimate innovation, the desire to be different, the urge for exploration, in one word: freedom. This will remain the same, we are just going to express it in a different way.

LUX: Kering is not known for its watch brands – what is it like being a watch company in a fashion-oriented group?
Patrick Pruniaux: Great inspiration because the fashion world is going much faster than the watchmaking world, it’s very creative and drives us always one step forward.

Read next: 6 reasons to buy a high power Mercedes-AMG

Wheel bridge fitting by hand in the Ulysse Nardin workshop

LUX: LUX’s tagline is Responsible Luxury; Kering has a powerful sustainability program. How important is that for your consumers? Patrick Pruniaux: It’s a key value for the group and for Ulysse Nardin. Our territory is the sea, therefore, sustainability is at the heart of our brand positioning.

LUX: What’s your favourite Ulysse Nardin watch and why?
Patrick Pruniaux: Right now, I am totally in love with the new FREAK VISION, I am sure it will be the hero of the whole SIHH.

LUX: Will smartwatches wipe out mechanical watches?
Patrick Pruniaux: I don’t believe it will. At least not in the high-end segment. Why do you think I am back in traditional watchmaking? Just because I think there is not a product that is more contemporary than a mechanical watch.

ulysse-nardin.com