A Bold Brand Takes a More Considered Approach

Hublot CEO Ricardo Guadalupe on the different ways of adding value to a watch brand in an evolving world.

- LYNETTE KOH

Sustainability, smaller watches, understated designs — these utterances are not what we expect to hear from the CEO of Hublot, the Swiss luxury watch brand typically associated with large chronographs sported by the most alpha of males. “We always have to create something new,” said Ricardo Guadalupe with a smile, during an interview with The Peak at the official opening of the Hublot boutique at Ion Orchard in October.

Of course, this does not mean the brand is moving away from making its stunning, love-it-or-hate-it statement pieces, such as highly skeletonised tourbillon watches cased in see-through sapphire crystal in vibrant shades like orange and purple.

Rather, when Guadalupe speaks about making watches in smaller sizes, or supporting socially responsible causes while declaring that Formula One — once an integral part of Hublot’s marketing efforts — is “not a sustainable sport”, it reflects the natural evolution of a brand that prides itself on being “a leader in innovation”. It is an acknowledgement that the world is changing, especially after the past three years.

Here, the CEO shares candid thoughts on the brand’s latest releases and partnerships, and the challenges of selling watches in a post-pandemic world.

This year, Hublot introduced a new shape, the Square Bang Unico (pictured above). How has the response been?