UPDATE: Hublot Named Official Time Keeper Of 2010 FIFA World Cup

Hublot Big Bang Maradona

In a press conference just held at FIFA headquarters and streamed live on-line, FIFA President Joseph S. Blatter in conjunction with Hublot CEO Jean-Claude Biver announced that for the first time in the history of the World Cup an official timekeeper will be used: Hublot!

However, Mr Blatter stressed that in the game of Football the real time-keeper is the referee and so each of them will be equipped with a highly accurate Hublot timepiece to monitor the passage of time throughout the games.

Judging by Mr Biver’s comments this is a partnership that he is both very passionate about and also very proud of, saying that football is “the only language that everyone understands the world over.” Reinforcing how important this new partnership is to the brand it was also announced that Hublot will be the official timekeeper of the 2014 World Cup to be held in Brazil.

This most recent venture further illustrates Hublot’s commitment to becoming deeply entrenched in the sporting world and follows hot on the heels of another big announcement made by the brand recently, when they were named the official timekeeper of Formula One.

What do you think though? Is Hublot really passionate about sport or do they just see this as another marketing opportunity (and an exceptional one at that!), or is it an acceptable blend of both which will bring mutual benefit to all involved?

Share your thoughts below.

Tom Mulraney
Tom is the founder and editor of The Watch Lounge. Together with his team he is dedicated to bringing you the best, original content you won't find anywhere else on the net.


  1. Author
    Tom Mulraney

    If I had to guess I would say a lot 🙂 Still, what ever the amount, it is totally worth it given the unparalleled global exposure of the World Cup.

  2. Jerome Pineau

    Seems to me this alliance will cover the entire planet except the US where soccer is not popular (actually it’s more popular among women than men last I heard) – So as far as the States are concerned, I’m waiting for JCB to announce a marriage with the NFL 🙂

  3. Jerome Pineau

    Hey on another note, how do i get an avatar attached to my posting account on here? 🙂 Thanks for any insight 😛

  4. Author
    Tom Mulraney

    Hi Jerome, thanks for your comment 🙂 Give it time, the influence of JCB is all encompassing, before you know it the US will be just as soccer-mad as the rest of the world (amid soaring Hublot sales! 😉 )

    To get your avatar happening just visit http://www.gravatar.com and follow the directions.

  5. Olivier Muller

    Interesting partnership indeed, when all brands go to Golf, sailing, and Automotive sports. It’s more a mass communication approach, by essence distinctive from a very targetted communcation. Not sure that the audience of Hublot, who happens to be quite high level, will follow JCB in this latest development. Luxury and mass sports usually don’t walk hand in hand. We’ll see how it goes, this is not the first bet of JC Biver – and I must admit that all the latest were quite successful !

  6. Alan Lau

    Hublot is not new to the world of football having already a sponsorship deal with Manchester United..think Sir Alex Ferguson will love to put one on

  7. Nick Piscitelli

    I agree, great exposure but at what cost? 99% of the people in this world still won’t be able to afford one of these watches. Unfortunately I am in that percentage. 🙁

  8. Author
    Tom Mulraney

    Thanks for all the great comments guys, please keep them coming!

    In my opinion I see this as contributing to the strategy of making Hublot an aspirational brand. In some of these rapidly developing countries there are new millionaires made every day (think China and India for example) and so these consumers aspire to brands that convey their level of status and importance. By being involved with an event as important as the World Cup (it is the most watch sporting event in the world after all) this promotes Hublot’s position as an important, reputable watch maker.

    Brands like Tag Heuer and Rolex have been using this strategy with great success for many, many years and this has contributed significantly to how the market perceives the brands. I applaud Hublot for this bold move, I think it will pay strong dividends.

  9. Ramsay Taplin

    @Alan – That is very interesting Alan. I have been a fan of Manchester Utd since I was 8 or 9 and I stay up to watch most of their games on the weekend. In all of these years I have never noticed that Hublot watches were on the scene.

    I think Rolex do it really well with the Australia Open as they have those big clocks on court with their name on it.


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