Unprecedented circumstances have forced luxury watch manufacturers to look for new ways to reach out to consumers and invite them to take part in their events.
These invitations are no longer reserved for social media influencers, members of the press and collectors — the whole world is welcome to get involved. Hublot’s anniversary is one such example.
How is Hublot celebrating this milestone anniversary in 2020 — a year dominated by Covid-19? Hublot CEO Ricardo Guadalupe greets his audience wearing a mask, only removing it once at a safe distance, observing the necessary social distancing rules. He explains that this year's celebration won't be taking place in Shanghai or London, but in the Swiss town of Nyon where the Hublot H2 Manufacture is located. There are unfortunately obvious reasons for these restrictions.
The exhibition is divided into four themes embodying the spirit of the manufacture to tell its story: the exceptional people associated with the brand, its most interesting pieces, the Art of Fusion concept and the world of Hublot. According to Guadalupe, it wasn't easy to whittle down all of the ambassadors and figures who have made an important contribution to the brand to just 10 people. One of the exhibition pieces displayed is a guitar signed by members of Depeche Mode.
Ricardo Guadalupe and Jean-Claude Biver
Depeche Mode and Ricardo Guadalupe hand over the check to Scott Harrisson from charity water association
In 2017, the brand released the Big Bang Unico Depeche Mode watches in a limited edition of 250 pieces, and the 55 unique Big Bang Depeche Mode watches in “The Singles” collection was created one year later. Part of the proceeds from its sale (over USD 1.7 million) were donated to the NGO Charity:Water, which is committed to increasing access to clean drinking water in poor countries.
Another exhibition piece displays football boots worn by sporting legends Pelé and the young French footballer Kylian Mbappé. Other pieces represent the world of art: a recognizable sculpture by Richard Orlinski who has worked with Hublot on a number of memorable projects, and a geometric work of art by Hublot ambassador Maxime Plescia-Büchi, who runs the famous Sang Bleu tattoo studio.
Pianist and brand ambassador Lang Lang has decided to congratulate Hublot in person by performing his live interpretation of Bach's Goldberg Variations (the musician only recently released an album with this new piece in his repertoire).
The Art of Fusion concept is considered Hublot's most daring achievement, fusing elements never combined before. These elements include theoretical concepts fused with surprizingly mundane watch component materials. The Italian Carlo Crocco who founded the company in 1980 unveiled the first gold watch on a rubber strap, blazing the trail for this new fusion.
But it was Jean-Claude Biver who made Hublot famous. That's why the exhibition includes his minimalistic drawing which serves to convey the idea of Art of Fusion through Biver's eyes, winner of the Special Jury Prize at the Grand Prix d’Horlogerie de Genève, who was also awarded France's highest civilian honour, the “Chevalier de l’Ordre National de la Légion d’Honneur” (Legion of Honor Award).
The same exhibition theme includes new materials produced by Hublot: Magic Gold (a boron carbide and 24 carat gold alloy), and colorful high-tech ceramic and sapphire, which Hublot has begun using to manufacture cases on a commercial basis.