You took over as CEO of Hublot in 2024, just as the brand prepares to celebrate its 45th anniversary. What vision are you bringing to this new chapter of Hublot’s legacy?
When I stepped into this role, my goal was clear: to reinforce Hublot’s watchmaking savoir faire, communicate on this, while propelling its spirit of innovation even further. It’s all about an evolution based on renewed focus on craftsmanship, innovation, authenticity, and cultural relevance. Over the past 45 years, Hublot has built its identity around disruption “The Art of Fusion.” My vision is to strengthen the watchmaking foundation behind that boldness: deeper investment in manufacture know-how, in-house movements, finishing, and the people who craft them. At the same time, we want Hublot to remain the most connected luxury Maison to culture through art, music, sport, and innovation.
Hublot has always stood for “The Art of Fusion.” How do you plan to evolve this philosophy for a new generation of watch enthusiasts?
“The Art of Fusion” will always define us, but fusion today means more than materials. It’s about connecting universes: craftsmanship with technology, heritage with digital storytelling, and exclusivity with community. For a new generation, we are evolving “fusion” into cultural and emotional fusion. That means collaborating with artists, athletes, and innovators who reflect the world we live in, individuals who, like Hublot, aren’t afraid to challenge conventions. Material innovation remains key. We are continuing our R&D in ceramic, sapphire, Magic Gold, but the next fusion is also between emotion and experience, between mechanical mastery and cultural meaning.
You mentioned that your leadership is about “rewriting the rules.” Can you elaborate on what that means for Hublot moving forward?
Rewriting the rules means not being constrained by how luxury has always been defined. Hublot was born from disruption, fusing gold with rubber in the 1980s and that spirit continues. This is what distinguishes Hublot to other brands as well, always seeking to do things differently, the “Hublot way”. For me, rewriting the rules is about modernizing the codes of watchmaking while respecting its soul. We are rethinking how we launch products, fewer but stronger stories. We’re re-evaluating how we engage with clients by not just selling, but curating experiences. It also means redefining leadership: being closer to teams, empowering creativity, and fostering an entrepreneurial mindset inside the Maison. Luxury today must feel human, dynamic, and real, not distant or static.
How do you balance tradition and avant-garde creativity in a brand that’s both luxurious and disruptive?
That duality is precisely what makes Hublot unique. Tradition gives us legitimacy; creativity gives us energy. One cannot exist without the other. Our manufacture in Nyon symbolizes this balance, traditional Swiss watchmaking savoir-faire alongside the most advanced material laboratories in the industry. We respect watchmaking codes, yet we express them through unexpected materials, colors, and design languages. Ultimately, balance comes from authenticity: we never innovate for the sake of novelty, but because it serves our story; the fusion of time, art, and technology.
Are there any new or upcoming collaborations that particularly excite you?
Absolutely. Collaborations are part of Hublot’s DNA, they allow us to express creativity in unexpected ways. We continue to build on our long-term partnerships in sports and we’re also expanding our artistic and design collaborations. Recent projects with Daniel Arsham and Samuel Ross have shown how deeply art, design and watchmaking can intertwine. We also have strong partnerships in the culinary area with highly-acclaimed mihelin starred chefs whose work and values reflect the brand DNA, from the likes of Anne-Sophie Pic, Yannick Aleno, Eneko Atxa among others.
How does Hublot’s association with art, music, and sport help strengthen its emotional connection with customers?
These worlds are where emotion lives. Art, music, and sport all embody performance, creativity, and passion, the same values that drive us. When someone sees Hublot on the wrist of a footballer, an artist, a musician, or a chef it’s not only a symbol of success; it’s an invitation to join a community that values daring, excellence, and individuality. Through these associations, we speak a universal language, the language of emotion. It’s not about celebrity, it’s about shared energy and authenticity.
The Middle East has a deep appreciation for high watchmaking. How significant is Saudi Arabia for Hublot’s growth strategy in the region?
Saudi Arabia is absolutely strategic for us. The country today represents one of the most dynamic luxury markets globally: young, confident, and deeply connected to culture and design. With the opening of our new flagship boutique in Riyadh, featuring the region’s first Experiential Room, we are reinforcing our long-term commitment. Saudi clients have a refined eye for craftsmanship and innovation: they understand both the story and the substance of a watch. The market’s growth, its ambition, and its appetite for bold luxury perfectly mirror Hublot’s own DNA. For us, it’s not just about presence; it’s about partnership and community.
What trends are you noticing among Saudi collectors and clients, are they leaning more toward classic craftsmanship or futuristic designs?
The Saudi client is wonderfully diverse but united by a desire for individuality. They appreciate serious watchmaking, in-house movements, complications, craftsmanship, yet they are also drawn to bold aesthetics and storytelling. We’re seeing collectors who move seamlessly between both worlds: one day wearing a Classic Fusion, the next a Big Bang Unico Sapphire. They want exclusivity, originality, and meaning, not just logos.
Can you share any upcoming plans or activations for Hublot in Saudi Arabia or the wider GCC region?
We have several exciting initiatives planned. Following the Riyadh flagship opening, we’ll continue to develop experiential formats, boutique events, private unveilings, and art-driven collaborations that bring our community together. The GCC remains one of our strongest regions globally. Our strategy is simple: be physically present, emotionally relevant, and locally resonant.
In your view, how is the definition of luxury changing in 2025 and beyond?
Luxury is evolving from possession to emotion and purpose. People no longer just want to own something valuable, they want to feel something meaningful. Today’s collectors value craftsmanship, authenticity, and community. They want to know the story behind what they wear and the values it represents. For us, luxury in 2025 is clarity, substance, and connection, less noise, more meaning. The brands that thrive will be those that inspire trust and emotion in equal measure.
Younger generations are redefining what it means to own a luxury timepiece. How is Hublot connecting with this digital, experience-driven audience?
Younger clients don’t buy a watch to tell the time, they buy it to tell their story. That’s why we focus on authentic experiences and relevance. Through art, sport, and digital storytelling, we meet them where they are, not just in boutiques, but online, at events, and through communities. Our collaborations with bold talents like Kylian Mbappé or Samuel Ross speak directly to that mindset of self-expression. We are also investing in digital content and immersive experiences that blend physical craftsmanship with virtual creativity, true to our Art of Fusion philosophy.
With 2025 marking 20 years of the Big Bang, how do you see the collection evolving to continue resonating with collectors and new audiences alike?
The Big Bang is our icon: a symbol of Hublot’s daring and innovation. For its 20th anniversary, we’re celebrating its legacy by returning to its essence while reimagining its future. Expect reinterpretations that pay tribute to the original 2005 design, but with new materials, new movements, and fresh creative codes. The Big Bang will continue to evolve as a platform for experimentation: a space where tradition meets innovation, and where every model tells a story of mastery and courage. Twenty years on, it remains not just a watch, but a statement of attitude.