You had taken a sabbatical year, in particular to help your friend Franck Muller; how did you find yourself at the head of Hublot?

I am fascinated by concepts. Brands that make watches just to sell them are of no interest to me. As soon as they encompass a concept and I have a mission within that, I love getting involved. Such was the case of Blancpain, a genuine yardstick of the watchmaking art, for which we had developed a “Bible” and a set of “ commandments” in order to conduct this mission in a credible way. As far as Hublot is concerned, the concept is extremely clear; this is not about a watchmaking yardstick, but about a watchmaking fusion. In 1980, it was the first brand to create a fusion between gold and rubber. This visionary concept that was entirely unexpected at the time (mixing gold with tyres?!) has since become a norm. Hublot therefore now needs a new fusion, which I intend to create. This new mission appealed to me when I was presenting the brand to the Swatch Group within the setting of an acquisition committee in which I was taking part. The acquisition did not take place and I therefore became personally involved in this new adventure, which I particularly enjoy in that it is a small family structure.

Observers comment favourably on this meeting of minds between Mr. Crocco and yourself; did you know the man as well as the brand?

We have known each other for a very long time, since MDM used to distribute Blancpain in certain European countries.

After several months at the head of Hublot, what are your priorities?

The first priority naturally consists of creating the second fusion I mentioned earlier. The existing team was still too closely tied to the first one to be able have the distance needed to launch this new fusion, or to transform the initial fusion into an extension that has now become vital. Secondly, we will need to communicate this new fusion, and finally, we must reinterpret the first fusion.

As a seasoned marketing professional, have you defined a key theme for communication?

There is already an important line of communication that Carlo Crocco maintains on a personal level through the charity work and the MDM Foundation. We will pursue these operations. Moreover, Hublot has always had extremely close ties with the sea, due to its shape, its name (meaning “porthole” in English), the rubber used for its straps, and in the minds of our clients. The theme of water, above or below, will thus be reinforced.

Will the famous rubber strap be evolving?

Wait for the next Baselworld show and you will see yourself that the famous rubber strap will still be there, but will have evolved.

Are complication models going to be developed?

That is an interesting question. The role of fusion is a determining factor in this choice: complications will only be justified if they fit into the framework of this concept. One would need a “fusion-type” movement or conception, a link between past and future, whether in terms of its function or of the materials used. We are working on it.