Hublot & The Future of Watches – Jean Claude Biver Interview Baselworld 2009

Hublot, and I should say Biver, makes no apologies for who they are and what they are about. To do that as a brand earns you more respect and loyalty. Because when you buy a watch - or a handbag - or a car - you are not just buying the item ... You are inviting the brand - and it's message - and its DNA - and with Hublot, the president's philosophies - into your life. And you will continue to represent the brand until you take the item off.

So, as critics spout off about watches and the next generations, I would advise other brands to look at what Biver and Hublot are doing. Don't copy - but see how you can incorporate this more modern approach into your designs - advertising - and brand message. Another great example is when Biver highlights the relationship with Manchester United, you honestly feel that he is talking about new friends - connecting with human beings. And by building upon those relationships and human emotions, Hublot becomes so much more than just a watch brand.

Now, I am not just a victim to great marketing here. Just check this image below... Hublot partnered with EURO 2008, the European Football Championship, and donated all of its billboard advertising space to the foundation Unite Against Racism. The boards, which obviously carry a high impact rate, are also quite costly. And yet Hublot did not brand the "No to Racism" billboards.