GOLD Magazine: HUBLOT – Savoir-faire, Offline-Events und die Hublotista-Community
Levels of Luxury No. 4: Ultra Luxury, getragen von Savoir-faire, Personality & globaler Community
This is how Hublot deliberately shapes its marketing and customer experiences — in an interview with CEO Julien Tornare.
Few brands master the art of combining the world of haute horlogerie with craftsmanship and a modern lifestyle quite like Hublot. It is not merely about timepieces, but about experiences — about encounters, precision and the distinctive spirit that defines the brand. In this interview, CEO Julien Tornare shares how Hublot deliberately uses offline events to create genuine connections, how exceptional savoir-faire strengthens the brand’s identity, and how the international Hublotista community has evolved into an exclusive yet approachable circle.
As part of the Hublot Polo Gold Cup Gstaad, we had the opportunity to experience the brand up close and exchange views on the importance of personal encounters and authentic customer relationships.
For the Swiss luxury watch brand, offline events are far more than just a component of its communication strategy — they are a central element of its brand identity. In an increasingly digital world, Hublot deliberately creates moments where proximity, atmosphere and emotion once again take centre stage.
‘Offline events offer tangible, immersive experiences that digital platforms simply cannot replace. They allow us to connect with our clients and partners on a personal level, deepen relationships and present our watches in an environment that reflects the Hublot lifestyle,’ explains Julien Tornare in our conversation.
The Hublot Polo Gold Cup Gstaad was a prime example of this approach — seamlessly combining the elegance of watchmaking with the dynamism of sport, and creating unforgettable memories that strengthen and deepen the understanding of the brand.
Customer service is therefore a central pillar of the brand’s philosophy, ensuring that every guest feels like part of the Hublot family. Particular emphasis is placed on personal attention and on crafting customer experiences that leave guests saying, ‘That was so Hublot!’ The ultimate goal is to create a genuine sense of belonging through authentic encounters and individualised care.
Another central element of Hublot’s brand philosophy is its unwavering commitment to storytelling. The brand succeeds in communicating its identity consistently across every level — from product development and marketing to design and its Friends of the Brand. At the heart of this narrative are the values of innovation, The Art of Fusion and a relentless passion for pushing boundaries.
These principles are deeply embedded in Hublot’s DNA and shape every facet of the brand universe. This clarity and consistency enable Hublot to create a narrative that is tangible at every touchpoint — whether stepping into a boutique, encountering a campaign or attending an event.
Another key component of Hublot’s strategy is its collaboration with personalities who perfectly align with the brand universe. Authenticity and shared values play a decisive role in this approach.
Hublot deliberately seeks partners who genuinely appreciate the maison’s craftsmanship, share its passion for innovation and connect naturally with its target audience. The key to successful collaborations lies in giving partners the space to express their individuality, while at the same time embodying the brand’s philosophy.
This creates an authentic symbiosis that feels credible and strengthens the emotional dimension of the brand.
This philosophy becomes particularly impressive when Hublot showcases its craftsmanship — its savoir-faire. The brand uses events and international watch fairs such as Watches & Wonders as a stage to make its precision, mastery of materials and design expertise tangible.
Guests experience the technical sophistication and artistic passion that are embedded in every timepiece. The manufacture itself also plays a central role in the brand’s communication: Hublot invites friends of the brand, clients and journalists from around the world to discover the very essence of the maison on site and experience its philosophy firsthand.
Despite its exclusive positioning, Hublot is careful never to appear elitist. Rather than creating distance, the company places strong emphasis on community and shared enthusiasm. Its carefully curated events and guest lists are aimed at individuals who share a common appreciation for luxury, innovation and craftsmanship.
This mindset is also reflected in the international Hublotista community — a vibrant, global network of clients, media representatives and friends of the brand, united by a shared passion.
Another key aspect of the relationship with clients is personalisation. Hublot offers its VIP clients tailor-made services, limited editions and exclusive experiences designed to meet their individual preferences. Whether through engraving, a bespoke one-of-a-kind creation or special editions, each timepiece becomes a personal statement.
“This creates a close bond between client and brand. Each timepiece tells its own story — and it is precisely this connection between precision, individuality and emotion that makes Hublot so unique.”
