Ricardo Guadalupe, CEO of Hublot Regarding the Brand as a Trendsetter

Hublot CEO Ricardo Guadalupe elucidates the concept of fusion and the role of astute marketing in fostering a promising future for traditional horology.

The modern marketing apparatus that drives Swiss luxury watches is, arguably, inseparably connected to the narrative of Hublot. The brand famously originated from a groundbreaking concept: what if gold were amalgamated with rubber in a luxury watch? These watches are ubiquitous today, ranging from renowned watchmakers to independent artisans adhering to a traditional aesthetic. This singular fact was insufficient to transform Hublot into the formidable entity it is today, with an annual production of approximately 60,000 watches; the brand stands as one of the most distinguished representatives of Swiss horology, notably serving as the official timekeeper for the FIFA World Cup, an event likely familiar to all, regardless of their interest in football (or soccer).

Although all watch collectors link Hublot to its former leader, the charismatic Jean-Claude Biver, its success is attributable to the efforts of a comprehensive staff, including the current CEO, Ricardo Guadalupe. Recruited by Biver to join Hublot in 2004, Guadalupe has been integral to the brand's successes, including the groundbreaking Big Bang launched in 2005 and the contentious marketing campaign featuring former F1 chief Bernie Ecclestone in 2010. The above statement accurately forecasted a significant increase in criminal activity directed at watch collectors in Europe.

Under Biver's leadership, trends were significant for Hublot, who continues to encourage watchmaking brands to capitalize on unexploited niches or unique offers. Since Guadalupe assumed the leadership position in 2012, Hublot has predominantly maintained its trajectory, solidifying its innovative ethos inside its brand identity. “To achieve success, Hublot needed to differentiate itself from other conventional brands,” Guadalupe stated to Gulf Business in 2021. “What other reason would compel an individual to purchase a classic Hublot from a 40-year-old brand when exquisite timepieces from brands with over a century of history are available?”

We met with Guadalupe a few months ago during his visit for the inauguration of the Hublot boutique at ION Orchard.

Prior to delving into the narrative of Hublot, you assumed the role of CEO just over a decade ago. How did you navigate the challenge of emerging from the influence of Jean-Claude Biver? His reputation arguably continues to overshadow the brand.

I have been associated with the brand since 2004, which has familiarized me with Mr. Biver’s style, and I contributed to the brand’s growth prior to assuming the role of CEO in 2012. I am distinctly different from Mr. Biver, who was intimately associated with Hublot as a larger-than-life figure; my primary objective upon becoming leadership was to establish the brand's independence. The primary task was to elevate the brand's significance beyond that of any individual, and we accomplished this objective. Currently, Hublot stands as a significant brand within the watch business. I desire for Hublot to be recognized for its own merits when I eventually depart from the business.

Hublot was established about 40 years ago, in 1980. What concepts or values does Hublot consistently emphasize?

Hublot epitomizes the Art of Fusion in horology, having pioneered this concept in 1980. The watch features a yellow gold case, a conventional luxury material, paired with a rubber strap, a contemporary material. This amalgamation is referred to as the Art of Fusion, connecting tradition with innovation.

At what stage do you believe Hublot now stands regarding its "Art of Fusion" philosophy?

We operate on three foundational principles and can integrate fusion into design. The Murakami watch exemplifies a synthesis of Murakami's artistry with Hublot's craftsmanship, resulting in a timepiece that transcends functionality to become a work of art.

Consumers appear to be anticipating this type of device, as a mechanical watch is no longer essential for timekeeping. Its significance is in what it symbolizes, including the associated feelings.

We consistently strive for innovation in materials. We possess colored pottery, including red and yellow. We industrialized sapphire crystal in 2016 and are the exclusive brand to offer colored sapphire and manufacture sapphire crystal watches at a certain price range, despite their high cost. We also specialize in other alloys, like Magic Gold and King Gold.

We developed the Unico chronograph caliber, several specialized calibres, and our tourbillon from the movement perspective. We are developing new calibres for the future, a process that requires years rather than months. We strive for innovation at every level.

The pivotal factor for Hublot's future success.

Regarding the future, we are witnessing unparalleled demand for luxury timepieces. Do you believe that is truly unprecedented, and how is Hublot managing the situation?

Indeed, the demand is exceptionally strong, a phenomenon I have not encountered in my professional history. Over the past decade at Hublot, I have focused on establishing an integrated factory capable of producing certain components of movement and material innovation, thereby anticipating this pivotal moment in history. This provides us with considerable flexibility in production; but, it does not imply that we can instantly quadruple our output. I believe we can effectively expand and meet demand with the expenditures we have allocated to our industrial capacity.

We have established robust ties with our suppliers, constituting a significant component of their operations. This is advantageous because when you hold significance to a supplier, you can request additional resources, potentially resulting in greater allocation for you than for competing brands. Certainly, we collaborate with several businesses who utilize the same suppliers. Maintaining loyalty to our suppliers throughout the years is crucial, particularly during the Covid lockdowns when many suppliers faced significant challenges and had to terminate employees; we endeavored to provide as much support as possible.

In what manner does Hublot enhance its product strategy in response to the evolving preferences of consumers?

We strive for innovation and creativity, investing significantly in research and development in materials, motions, mechanics, and design. These constitute the three principal pillars upon which we operate.

We endeavor to establish trends, and via our inventions and creativity, we aim to satisfy both current and prospective consumers with our offerings. The essential component is to consistently exhibit innovation, which we mostly achieve through intuition. We do not analyze existing trends; we establish the trend.

In what ways has Hublot's involvement in football facilitated the achievement of its marketing objectives?

We commenced our involvement in football in 2006 with a modest cooperation, and subsequently, in 2008, we hosted the Euro Cup in Switzerland. At that time, Mr. Biver contemplated which sport we could endorse as a partner to promote our brand.

Tennis and golf are both intricate sports. There is no watch brand associated with football. Football is an immensely popular sport that resonates with not only our prospective consumers but also billions of individuals worldwide. Football has enhanced our brand recognition.

Upon commencing my employment at Hublot in 2004, the Swiss populace was mostly unaware of the brand. Today, it can be asserted that, broadly speaking, individuals recognize Hublot as a watch brand. Football served as a catalyst for brand recognition, particularly with the Hublot Big Bang Unico-shaped Referee Board utilized in Brazil.

The viewership of billions has significantly benefited us, establishing our brand as a formidable presence globally, attributable to football.

Hublot representative Kylian Mbappé is presently one of football's most prominent figures. What do you find most admirable about him?

Kylian Mbappé wearing Big Bang e FIFA watch

The selection of an active player constituted a decision. An active athlete may exhibit both positive and bad aspects, like injuries or personal life challenges. The late Pelé, as a legend, will perpetually be regarded as such. At a specific moment, I noticed a connection between a legend and a current player, which I observed through Kylian Mbappé. Pelé regards him as a successor of sorts, having won the World Cup at a young age, like to Pelé; they share similar appearances and playing styles.

Mbappé has agreed to serve as our ambassador; I believe he possesses an admirable character and exudes positivity. He possesses values of seriousness and passion, and he has achieved success, which is significant.

Ambassadorship constitutes a fundamental component of Hublot's marketing strategy. What values does Hublot seek in prospective ambassadors?

Primarily, we must cultivate effective synergy in interpersonal connections. An ambassador must genuinely appreciate our brand rather than only engage in a commercial transaction. We consistently dine or engage with the ambassador before to executing any agreements. They must embody the qualities of passion, success, and aspiration for the next generation.