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

Ramsay

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.

See one you like? Let me know.

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