Hublot rapidly expands direct to consumer ecommerce


Hublot dipped its toe in the ecommerce waters on June 15, when it made its new Big Bang e smartwatch available to buy online from Hublot.com.

This week the watchmaker attached the ‘add to basket” button next to 80 more models, mainly core collections at the less expensive end of the portfolio.

Investment bank Morgan Stanley estimated that Hublot sold 80% of its watches through wholesale in 2019, but the brand has been shifting towards fewer authorized dealers, more boutiques and and now a greatly expanded ecommerce offer.


It is likely that Hublot would have launched its own ecommerce site this year, but the Covid-19 pandemic may have accelerated its plan.

The company alludes to the pandemic when it says that 2020, its 40th anniversary year, has been “an unexpected year”.

“The brand strives to stay connected to its community around the world. We are excited to expand this access and create even more ways to experience Hublot’s innovative timepieces and exciting projects,” it adds.

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