Hublot: Racing into the Future

Ferrari is arguably the most popular sports-car brand in the world. Exclusive, luxurious and embodying sportiness. Every Ferrari lives and breathes its racing genes. This year, the leading-edge watch brand, Hublot, celebrates an important anniversary with Ferrari: 70 years ago, the first true Ferrari was contrived, the 125 S, and driven in automobile races under the banner of Scuderia Ferrari. Whilst Ferrari introduced its first motorcar 70 years ago, its history began much earlier. Born in 1898 in Moderna, Italy, its founder, Enzo Ferrari, began participating in races, quickly becoming a prominent driver within the sport, thus being selected as an official driver for the illustrious Alfa Romeo. Subsequently in 1929, Enzo established his own racing team – Scuderia Ferrari. And the rest was history. A history which is littered with renowned racing names, such as Juan Manuel Fangio, Jody Scheckter, Michael Schumacher. Sebastian Vettel and Kimi Raikkonen now grace the track for this high-powered name in Formula One.

The relationship Hublot has established with Ferrari, over the past six years, has been founded on fundamentals which embody the attitudes of both brands; adventure, performance, luxury and their attention to the finest detail. These values are the cornerstone of this extraordinary partnership. The Ferrari designers united with those of Hublot in the development of the MP-05 La Ferrari which fused features from the La Ferrari supercar itself, creating a record-holding timepiece with tourbillion and 50-day power reserve which celebrates the 70th Anniversary of Ferrari. This Limited Edition timepiece masterminded at the Ferrari Design Centre in Maranello, then fabricated by Hublot, is a watch that not only pays tribute to the history of Ferrari, but is an illustration of horological expertise at its paramount. From the chronograph pushers representing the paddle gear shifts to the strap release system highlighting the Ferrari buckle mechanism, every detail epitomises the intricate and detailed relationship forged by raw design.

The extraordinary way Hublot has rapidly established itself within the world of horology can be highlighted by its hugely successful partnerships, most notably this close relationship it shares with Ferrari. The remarkable partnership, which began in 2011, highlights the long-term co-operative relationship of two brands that share the same values. From enterprising design to exemplary craftsmanship, this is a relationship which is not just palpable, but via the product of the collaboration between these cutting-edge brands is tangible too.

“Our concept of Fusion is so simple, even a child can understand it,” an apt comment made by Jean-Claude Biver, Chairman of Hublot. The union of materials that never coexist in nature is the simple driving force behind Hublot: this is the abiding concept of Fusion. A pillar that has enabled the rapid success of a relatively new player within such a lauded industry. The fact that the concept has been effective lies first in its simplicity; a fundamental ethos that embodies an abstract combination of past and present, tradition and innovation. This fusion forms the DNA of Hublot.

“Hublot has to be a little crazy,” a statement which gives us insight into the brand’s personality, made by Hublot’s CEO Ricardo Guadalupe. Formed on the fundamentals of old fashioned craftsmanship, Hublot’s madness basics combine ‘futuristic’ materials, with designs that border on the delusional, they are flamboyant yet beautiful. Their timepieces are ever-changing and multifaceted, this is the philosophy at the heart of a company that continuously drives faster than other brands in the industry, introducing new ideas to the world of horology. A statement made by Jean-Claude Biver summarizes ethos; “Our concept of fusion means linking yesterday and today with tomorrow,” With Biver’s vision, Hublot has established a blueprint for horology that was built with history at its heart but the future in mind.

Both Hublot and Ferrari have fundamentally shared the same philosophy throughout their history and this can be echoed by their long-standing partnership that has was forged over six years ago. More than 130 events took place since the beginning of the partnership, with Ferrari hosting Hublot and with Hublot hosting Ferrari. This collaborative partnership between Hublot and Ferrari is rich and plays host to a multitude of synergies and has help both brands excel within their industries, pushing the boundaries of design and craft.

The desire to introduce new ideas and challenge the concept of what a watch should be in the world of horology is Hublot's catalyst. Similarly, Ferrari echoes this mindset. From the design process through to the artisan craftsmanship on every vehicle Ferrari embodies comparable goals to that of Hublot; workmanship, innovation and tradition. Hublot’s defining concept of fusion has fundamentally created a blueprint for horology that was built with history at its heart but the future in mind, again resonating that of Ferrari’s continuing story. The simple question now is what next for these brands that have changed the rules forever. With this forged partnership will they race into the future, together.