Hublot and Ferrari in the past have joined hands to bring out special collections or for sponsorships in the past but this time they have cemented this relationship for good. A “comprehensive agreement” has been reached between the two luxury brands to extend their connection from watch collections, sponsorships, or operating a license to a “genuine exchange between the two brands, a pooling of resources and information.”
So from now on the Swiss watch maker will be the “Official Watch” of Ferrari, the “Official Timekeeper” of Ferrari, and the “Official Timekeeper” of the Ferrari Challenge. Hublot will also partner with the Italian sports car manufacturer for all of its special events. This ‘engagement’ was announced at the Finali Mondiali Ferrari race, which was held at the Mugello International Circuit on November 5, which marked the end of Ferrari’s sports season. Hublot hopes to ride on Ferrai’s success in China and the Middle East where it has been opening new stores and trying to establish itself. Hublot already has 3 boutiques in China with 12 new ones in the offing.
Luca Cordero di Montezemolo, president of Ferrari S.p.A believes that Hublot and his own company share several core values and considers this to be a great milestone for both these luxury brands. Jean-Claude Biver, CEO of Hublot shares the sentiment and has high hopes from this collaboration. This strategy of linking oneself to Ferrari just might pay of Hublot, as the brand value of the sports car brand definitely is formidable and has the ability to give impetus to anything associated with. But only ‘time’ will tell if this yields actual results for Hublot.