Hublot adds English Premier League to its trophy cabinet of soccer partnerships


The soccer analogies are endless …

TAG Heuer substituted for its younger LVMH teammate Hublot.

Hublot nets Official Timekeeper status ahead of Premier League season opener this weekend.


It is too easy to pitch this as a victory for Hublot in some sort of fratricide attack on TAG Heuer, but the reality is more prosaic.

LVMH Watch and Jewelry CEO Stéphane Bianchi is making Hublot its primary brand associated with the world of soccer while TAG Heuer will concentrate on motor sports and speed and precision sports.

Hublot’s soccer partnerships now include the FIFA World Cup, UEFA EURO (Men’s and Women’s), UEFA Champions League (Men’s and Women’s) and Europa League.

It is the Official Timekeeper of Chelsea FC, Juventus FC, SL Benfica and AFC Ajax as well as playing and management legends including Pelé, Maradona, Kylian Mbappé, Didier Deschamps, José Mourinho and Alex Morgan.

Along with the World Cup, England’s Premier League is the highest profile competition in soccer, and one of the biggest sporting contests in the world.

Matches are screened to 880 million households in 188 countries. According to research company Nielsen Sports, the Premier League has a cumulative global audience of 3.2 billion, making it the world’s most-watched soccer league.

“We are extremely excited and proud to become the Premier League’s Official Timekeeper,” says Hublot CEO Ricardo Guadalupe.

“This is a milestone moment for Hublot. Since 2006, we have shown Hublot is hugely passionate about football and that we add great value to every competition, club and talent with whom we partner. We look forward to working together to bring this partnership to life on and off the pitch. Hublot Loves Football and our partnership with the Premier League is the proof,” he adds.

Ricardo Guadalupe.

Under the terms of the agreement, Hublot will time every match pitch-side and on TV screens all over the world.

The Hublot logo will sit alongside the on-screen graphic showing the match score and time.

The Swiss luxury watch company will also be represented at every game via the iconic Hublot Big Bang Unico-shaped Referee Board held up by the fourth official to signal extra time and substitutions.

Premier League referees will also time matches using a Hublot Big Bang luxury smartwatch, which includes goal-line technology.

Between matches, Hublot will feature on all of the Premier League’s digital platforms.

“Hublot brings a wealth of experience in sports timekeeping, particularly in football, and are renowned for being at the forefront of innovation. We look forward to working closely together and developing the partnership to bring exciting match day and digital activations to fans around the world,” says Richard Masters, Premier League chief executive.

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