When Julien Tornare took the reins as CEO of Hublot in September 2024, he stepped into a brand already known for breaking conventions and pushing boundaries in contemporary watchmaking.
Nearly a year into the role, Tornare’s tenure has been marked by bold momentum, most notably with the unveiling of several standout novelties at this year’s Watches and Wonders, including the highly anticipated 20th anniversary Big Bang collection.
As the brand celebrates two decades of its most iconic model, Tornare is looking firmly ahead, focusing on innovation, material mastery, and strengthening Hublot’s presence in key global markets including the Middle East, where the brand continues to build on its strong and loyal collector base.
We sat down with Julien Tornare to reflect on his first year leading Hublot, the future of the Big Bang, and what’s next for the maison in the region and beyond.
Tell us about your journey at Hublot so far, what has been the biggest surprise, and what has been the biggest learning curve?
My journey at Hublot so far has been dynamic, interesting and full of discoveries. The first immediate surprise after visiting the manufacture in detail was the exceptional savoir-faire with our in-house movements and timepieces. So much attention, detail and excellence are going into the creation of these timepieces. Then, once I started travelling and speaking to our friends in the markets, I realised the emotional connection our community has with the brand is very strong, t’s not just about watches, it’s about belonging. As for the learning curve, I’d say it’s balancing heritage with innovation. Hublot is not a brand that plays it safe; so, continuously pushing boundaries while staying true to our DNA is both a challenge and a thrill.
You’ve been with the brand for a while now, what’s your vision for the future?
Hublot is embarking on an exciting new chapter of bold reinvention. My vision is to reignite the pioneering spirit that once redefined the codes of watchmaking and essentially Hublot. We have already begun that journey with a powerful statement at Watches & Wonders. There, we unveiled our celebratory collections marking the 20th anniversary of the Big Bang, reaffirming our legacy of innovation and disruption. From in-house developed red ceramics to striking water blue sapphires, our material mastery continues to set us apart. Combined with unexpected cultural collaborations, all showcased on a global stage, this milestone is not only a celebration, it’s a declaration of our commitment to remain at the forefront of luxury watchmaking. As we look ahead, the upcoming opening of our second manufacture stands as a strong symbol of where we’re headed; toward a future of sustained growth, fearless creativity, and continued leadership in shaping the next era of horology.
What is special or unique about this brand according to you?
Hublot dares to be different. It was born to break rules and was built to challenge them, exploring uncharted territories in watchmaking. But not for the sake of rebellion, rather, because true innovation begins when you step outside your comfort zone. At the heart of Hublot is our guiding DNA: the Art of Fusion. More than a tagline, it’s the essence of who we are, which adds that uniqueness to the brand.
To celebrate this spirit, we launched the “Own It” campaign, featuring one of our boldest and most unconventional choices yet: Choupette. A talent who doesn’t have a wrist and doesn’t even tell time. Some might say we broke every rule of traditional watch partnerships with this one, and that was exactly the point. It was a playful, provocative way to show that Hublot isn’t afraid to break convention, embrace the unexpected, and lead with bold originality.
This mindset empowers us to bring together unlikely materials, surprising ideas, and diverse personalities to create something genuinely new and something unmistakably Hublot.
Hublot is a relatively young brand, how would you assess the benefits and challenges related to that?
Being young is a gift; it gives us the freedom to carve our own rules. We’re not shackled by centuries of tradition, which means we can be bold, reactive, and even unconventional. Let’s take, for example, the MP-10 Tourbillon Weight Energy System: a veritable watchmaking UFO that has remained not only unsurpassed, but unrivalled. With three years of research and development, and thinking outside the box, we were able to consider endless possibilities without constraints. This year, we also further developed the case using our renowned materials, such as ceramic and sapphire. Although it’s believed that the main challenge for a young brand is earning credibility in an industry built on heritage, I believe Hublot has achieved this through its mastery of innovation, quality, and fearless creativity.
Tell us about the recent Watches & Wonders and how the experience was for you.
This year’s Watches & Wonders was particularly exciting for me as it was my first one with Hublot and an important one as the brand celebrated 20 years of the iconic Big Bang. For this important occasion, we had a completely redesigned booth, more open and welcoming, that embodied the spirit of transformation. The energy was electric – we felt the excitement from the press, retailers, and collectors. It reminded us that Hublot remains a brand people look to for bold statements.
What can you tell us about the novelties that were revealed?
The novelties we revealed are more than just timepieces; they are a tribute to Hublot’s past, present, and future, and most importantly, a celebration of the brand’s revolutionary mindset. We set out to reinterpret the Big Bang in a way that honours its powerful legacy while boldly introducing new materials, movements, and designs. Each creation carries that unmistakable Hublot DNA, being innovative, daring, and instantly recognisable.
The Big Bang 20th Anniversary Collection is the cornerstone of this year’s presentation. Comprising five limited-edition timepieces, this collection reflects our pioneering approach to watchmaking, merging bold materials with subtle nods to the Big Bang Original, as seen in the bezel, pushers, and straps. We also went beyond by introducing two extremely exclusive watch sets: the Big Bang 20th Anniversary High Complication Set, featuring five high-complication timepieces with only one set in existence, and the Big Bang 20th Anniversary Sapphire Set, limited to just five sets globally.
The High Complication Set celebrates the evolution of material mastery and our unorthodox approach to traditional complications. It’s a testament to the Big Bang’s enduring influence across the spectrum of fine watchmaking. The Sapphire Set, on the other hand, is a striking statement of Hublot’s reign as the undisputed master of sapphire innovation, with each piece housing our renowned in-house MECA-10 movement.
Beyond the anniversary pieces, novelties such as the Big Bang Joyful Collection, the Big Bang Unico Mint Green Ceramic, and the Big Bang Unico Water Blue Sapphire continue to embody what the Big Bang stands for: heritage, creativity, and, above all, relentless innovation.
We understand that you value a close relationship with the clients and collectors of the brands you represent, what can you tell us about this at Hublot and the community you’ve experienced so far?
The Hublotistas, as we call them, are the heart of our brand. I make it a point to meet them wherever I go – they are not just customers, they are our ambassadors. This community is vibrant, passionate, and proud to wear our timepieces. We’re working on more initiatives to engage directly with them and make them feel even more part of the Hublot family.
Could you share a little about the craftsmanship at Hublot and what has impressed you?
Our Manufacture is a hub of innovation and artistry. Whether it’s creating in-house movements like the Unico or developing materials such as Magic Gold or colored ceramics, there’s an incredible amount of technical mastery behind every watch. What impresses me most is the mindset, especially as our team is fearless when it comes to experimenting and pushing boundaries.
What can you tell us about Hublot in the Middle East and how you see this market within the global strategy?
The Middle East is a vital pillar of Hublot’s global strategy, both in terms of performance and cultural relevance. Dubai, for instance, is home to one of our top-performing boutiques worldwide, which speaks volumes about the region’s affinity for fine watchmaking and bold design. There is a true appreciation in the region for what makes Hublot.
We’re fully committed to deepening our presence in the region, not only through retail expansion but by creating meaningful, immersive experiences. The soft opening of our new flagship boutique in Riyadh is just the beginning. We’re preparing a special celebration for the grand opening later this year, which will truly reflect the significance of this moment for the brand.
What sets this region apart is the way it embraces luxury and celebrates culture. That’s why we give Middle Eastern milestones the same weight as global ones. A perfect example is our upcoming participation in Dubai Watch Week; a moment we’re very much looking forward to. Expect something extraordinary; we intend to make a statement worthy of the region’s passion and our shared ambition for excellence.
How do you envision partnerships and collaborations at the brand moving forward?
Our collaborations will continue to be driven by emotion, whether through art, music, or sport. These are pillars that speak to people on a deep level. But it’s not just about celebrity, it’s about authenticity. We want to work with people who embody our DNA: bold, creative, and disruptive.
What, in your opinion, is the most important issue or challenge the global watch industry is facing today?
I believe relevance is the key issue. In a digital world, where time is everywhere, we need to give people a reason to wear a watch; an emotional, cultural, or artistic reason. That’s why storytelling, innovation, and emotional connection are more important than ever.
What else is in the pipeline for the rest of 2025?
2025 is a pivotal year for Hublot; a moment of both celebration and transformation. As we mark the 20th anniversary of the Big Bang, we’re not only honouring our past but actively shaping the future of the brand. We will continue to unveil bold new timepieces and collaborations that push the boundaries of creativity, materials, and craftsmanship.
In parallel, we’re preparing impactful activations across our key pillars of art, music, and sport, areas that connect deeply with our community and reflect the emotional energy of the brand. Our boutique network will also undergo strategic growth, with a focus on enhancing the client experience and strengthening our presence in key markets.
As I mentioned earlier, both regional and global moments will play a defining role in the year ahead. From flagship openings to landmark cultural events, we are positioning Hublot at the forefront of horology and not just in innovation, but in influence. There is so much still to come, and I can confidently say: the best is yet to be revealed.
