Never stop innovating. Only the sky is the limit!
Dominika Trawka, Luxury Consulting Online: Hublot is the official timekeeper for the 2018 FIFA World CupTM. What does it mean for the brand?
Ricardo Guadalupe, CEO of Hublot: We have a great collaboration with the FIFA. On the pitch, we are present in the game as always, by sequencing time, changes and extra time to the rhythm of our Big Bang-shaped referee boards. During the last FIFA World Cup™ in Brazil, no less than 21 minutes of playing time were credited to Hublot thanks to the 4th referee board. Since the 2014 World Cup, being the official timekeeper of the FIFA, we had many discussions of what’s coming next. They had a need, and we answered it. This is why we produced together with the FIFA and the referees the Big Bang Referee 2018 FIFA World Cup™.
The direct exposure of our product with the new FIFA Referee board is an unbelievable impact in terms of recognition. When we signed our partnership with FIFA in 2010, we couldn’t expect to have the possibility one day to expose our product directly on the football fields during the WC games.
To be part of the games, bring a useful information to the players and people watching, and be exposed to billons on TV, this is the result of a long-term relationship with the FIFA. We develop, think and improve together. This is also about human relationships. Nothing can be more rewarding.
Connection of Hublot with football started in 2006. What was the reason the brand turned into this sport?
When we started looking at marketing with Mr. Biver back in 2004 we asked ourselves which platform we could use where we would be the only watch brand present. Golf was already being used, as was tennis, but we thought football could be an interesting platform for a watch brand. Experience has shown that we were probably right! Every four years we have a huge visibility for the brand. At the last World Cup in Brazil we had 21 minutes of visibility on the fourth official’s board over one month, reaching a cumulated audience of billions. If people recognise Hublot as a watch brand, even if they cannot afford to buy our watches, then that is already a great achievement.
Activation of our football sponsorships also allows us to offer an excellent experience for customers. We invited around one thousand people to the World Cup in Russia and we had an amazing and unique kick-off event at Baselworld with a “Match of Friendship”. It was also the first World Cup where the digital and online audience were even bigger than television. There were also twelve national team coaches wearing Hublot watches on the sidelines, which offers yet more great visibility for the brand.
Partnership with FIFA World Cup™ brings the innovation – first connected football watch BIG BANG REFEREE 2018 FIFA WORLD CUP RUSSIA™. What is special in this novelty?
It was a specific need expressed by FIFA, and Hublot brought it to life! For the first time, the referees wore the Big Bang Referee 2018 FIFA World Cup Russia™ with its smart technology imagined by Hublot. As well as all the functions available on the 2018 numbered models of the Big Bang Referee 2018 FIFA World Cup RussiaTM, the referees’ watches were connected to goal-line technology, an electronic video assistance system for refereeing which follows all the trajectories of the ball and determines for certain if the ball did or did not entirely cross the goal line.
During 2018 FIFA World Cup™ Hublot sends a powerful message in campaign “How to become a champion”. So… how to become a champion?
You will have to look at all our videos in order to get the answer!
How would you transfer this into becoming a champion in business?
Thanks to innovation and creativity, we bring a lot of novelties during the year, as our customers are looking for that. We want to be leaders, by constantly presenting new materials to remain true to our philosophy “The art of Fusion”. This year we present the red ceramic, carbon 3D, new Unico in-house movement. Innovation is key for the success of Hublot.
What is your idea for the future of Hublot brand?
Never stop innovating. Only the sky is the limit!
