Hublot’s ‘Art of Fusion’ tagline is used to inform and explain almost everything the watch brand does, from researching new materials and designing new watches right through to marketing. According to Hublot’s globe-trotting CEO, Riccardo Guadalupe: ‘It’s what makes us different from any traditional Swiss watch brand and, as a young brand, we need to be able to come out with unique and different products. Fusion, how we connect innovation and tradition is how we do that.’
Sometimes that means developing new ways to machine sapphire, sometimes it’s new movements and sometimes it’s genius marketing moves like the Hublot referee boards flashed up to audiences of hundreds of millions at the FIFA World Cup final. The collaboration with Takashi Murakami, however, is next level.
