It feels like WatchPro has been on a Hublot tour of Mediterranean hot spots this summer with CEO Ricardo Guadalupe always first to the best sunbed every morning.
In the space of a month, the LVMH brand has unveiled limited editions that draw inspiration from the Spanish island of Ibiza, Greece’s party playground Mykonos and the Italian celebrity hangout Capri.
Hublot Loves Summer, the company declares at the launch of every new version of its Classic Fusion.
Perhaps Tijuana, Key Largo and Atlantic City will be chosen next year if the themed launches cross the Atlantic.
Not only can Mr Guadalupe (pictured above in Ibiza) put his summer holiday on company expenses, the roll out of limited editions in this way makes sense in the modern world where every product launch has to be considered for its Instagram impact.
Gone are the days when a year’s worth of watches could be launched at Baselworld. Today, you need stories to roll out across the calendar, preferably with stunning visuals attached.
Pumping out limited editions also makes it easier to fit supply to demand, which dramatically reduces the chances of watches appearing on the gray market at knockdown prices.
Hublot’s Classic Fusion Chronograph Ibiza was first this summer, a watch in blue ceramic that draws its creative inspiration from the island, its festive nature and its symbolism, the company describes.
Next came the Classic Fusion Chronograph Mykonos with a sky blue ceramic bezel framing its skeletonized self-winding chronograph movement in titanium or gold cases.
Ibiza, the white island, was the latest destination, and Hublot opened a summer pop-up boutique there where its blue and white Classic Fusion Chronograph Ibiza model went on sale with a bi-material strap in blue rubber and white alligator. As a nod to the hippy spirit that was once part of Ibiza’s charm, the Peace and Love symbol features on the seconds counter drawn at 3 o’clock on the dial.