The Watch We All Avoid Talking About: A Playful Look at Hublot

What's with the Hublot?

Have you ever noticed how watch enthusiasts are always eager to chat about that new GMT, the latest F1 tie-in, or even some quirky Kickstarter microbrand—yet they suddenly go silent the moment the word “Hublot” wafts through the air? It’s as if someone mentioned a haunted house at a children’s birthday party. Eyes shift, throats are cleared, and then talk swiftly returns to the wonders of hand-finished movements from Old-School-Swiss-Brand-Number-One.

So why does this happen? For starters, Hublot tends to spark strong opinions. You’ve got ardent fans drawn to its bold designs and swagger. On the flip side, you’ll find purists clutching their vintage pocket watches in horror at carbon fibre fusion and rubber straps. In other words, bring up Hublot, and you risk igniting a debate fiercer than whether pineapple belongs on pizza.

Then there’s the matter of marketing. Flick through watch magazines or scroll Instagram, and you’ll find advertisements bursting with celebrity endorsements, sports personalities, and slogans proclaiming the “Art of Fusion.” For some collectors, it feels a bit too flashy, not steeped in that centuries-old Swiss tradition. After all, Hublot only popped up in 1980—a blink of an eye in watch years—whereas others can trot out dusty archives from the 1700s.

Design-wise, Hublot is like the friend who’s always hitting the gym: big, muscular cases, exposed screws, and a presence you can’t ignore. Fans applaud the watch’s contemporary edge, while detractors see it as the bull in a very dainty china shop. But it’s undeniably a conversation starter—even if that conversation involves some choice words from both sides of the aisle.

One aspect that often flies under the radar—despite causing its fair share of debate—is Hublot’s approach to movements. Over the years, the brand has used both outsourced calibres and its own in-house movements. Their flagship Unico series, for instance, boasts an in-house automatic chronograph movement that many enthusiasts acknowledge for its solid engineering and tech-savvy design. Of course, you’ll still hear grumbles about finishing quality or comparisons to more established in-house offerings elsewhere. But love them or not, Hublot’s movements do offer plenty of modern features and demonstrate the brand’s drive to push boundaries in materials and mechanics alike.

So why do we tiptoe around Hublot at watch gatherings?

Possibly because we don’t want to light the fuse of a heated argument. Hublot supporters will passionately defend the brand’s innovative materials, unique case designs, and in-house developments. Meanwhile, skeptics point out that the watches can be pricey, the styling can be polarising, and the brand’s youth is jarring in an industry that practically worships heritage.

Yet there’s a secret many of us won’t admit: sometimes, deep down, we crave a statement piece. We want something a little flamboyant, a tad over-the-top—like that sparkly jacket that’s so gaudy it’s become cool again. Hublot scratches that itch, unapologetically fusing tradition and technology in ways that make some watch collectors swoon and others recoil.

And that’s the thing: maybe the reason we avoid talking about Hublot isn’t because there’s nothing to say. On the contrary, there’s too much to say, and we’re not sure we want to open that can of worms at a cosy horological soirée. But if you’re the kind of person who loves to stir the pot—or simply enjoys wearing a timepiece that makes a statement—Hublot might be the wildcard you’ve been looking for.

The next time you’re sipping espresso with your fellow watch nerds, why not take a deep breath and bring up Hublot with a confident grin? Yes, you may get side-eyes and a few dramatic gasps, but you’ll also spark a lively conversation that might just reveal more common ground than you’d expect. After all, watch collecting is about passion, diversity, and the stories we share—so why not let Hublot join the party? It may not win over everyone, but it’ll definitely give them something to talk about, which, in this pastime, is half the fun.