The time is now: Hublot's World Cup innovations

Hublot, the self-styled ‘first luxury brand of soccer’, first partnered with Fifa to become the official timekeeper of the World Cup in 2010 and is now returning for its third edition of soccer’s biggest international jamboree. Ahead of this summer’s tournament, Hublot has launched its first smart watch, the ‘Big Bang Referee 2018’, which tracks games for its wearer and displays real-time statistics— and, for referees, connects to goal-line technology Ricardo Guadalupe, chief executive of the watchmaker, discusses how Hublot is looking to capitalise on the atmosphere of one of the world’s biggest sporting events, and how the brand is using new technology to capture new customers. What factors informed your brand’s decision to partner with Fifa for the World Cup? That started a long time ago, in 2006, because at that time it was not well-known It was a very small, young brand born in the 1980s.

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