One key element of success in this was the ability and desire of Hublot to go the extra mile in creating special models. Moreover, the “DNA” of both brands remained recognizable and strong in all the watches, becoming even more powerful toward the end.

While the partnership with Cartier was a different era, and that of Girard-Perregaux was perhaps too focused on the carmaker’s heritage, Ferrari and Hublot aligned so well that it reached a synergy in tune with the brand’s then-current clientele. What lasted a decade, ending in December 2020, was very exciting at many levels. I think that it is safe to say that this might be the most successful car/watch partnership that the industry has seen so far, although that of IWC and AMG comes very close. Cartier, Girard-Perregaux, and Panerai are forces to be reckoned with, yet it was Hublot who enjoyed the greatest success in partnering with the famed car brand from Maranello. Getting it rightīefore this partnership, Ferrari had already gone through quite a few different watch brands featuring its logo. However, there are times when it is legitimate to use it, like to describe the partnership between Ferrari and Hublot. As a journalist, I am cautious in using this word as it has the potential to falsely inflate a subject, similar to a term like “icon.” Benchmark: the dictionary definition states, “A standard or point of reference against which things may be compared.” In the watch world, becoming a benchmark is something many aspire to but few achieve.

And Then Run by Eric Hublot