Hublot CEO Julien Tornare Discusses Brand Evolution, Jeff Koons Collaboration, and Reconnecting with Founder

In a recent episode of "The Business of Watches" podcast, Hublot's Chief Executive Officer, Julien Tornare, offered a comprehensive look into the brand's journey, its contemporary challenges, and ambitious future endeavors. Tornare, a seasoned professional in the horology sector with nearly three decades of experience, outlined how Hublot is working to reclaim its stature as an innovator and trendsetter in luxury timepieces. His discussion covered the brand's unique identity, its approach to criticism, and a significant collaboration with acclaimed artist Jeff Koons.

Tornare provided a candid assessment of Hublot's past four decades, acknowledging its "turbulent journey" while emphasizing the brand's resilience and forward-thinking philosophy. He detailed ongoing efforts to integrate the vision of its founder, Carlo Crocco, into its modern strategy as the company approaches its 50th anniversary. Additionally, Tornare shed light on the increasing involvement of Jean Arnault, son of LVMH chairman Bernard Arnault, within the brand, signaling a new chapter in its leadership and creative direction. This interview offers a rare glimpse into the strategic thinking behind one of the industry's most distinctive watchmakers.

The Trajectory of Hublot and Its Leadership

Julien Tornare, the current head of Hublot, recently shared his extensive insights into the luxury watch brand's dynamic path on "The Business of Watches" podcast. With nearly three decades in the watch industry, including significant roles at Vacheron Constantin, Richemont, and as CEO of Zenith and TAG Heuer, Tornare brings a wealth of experience to his leadership of Hublot. His tenure began in 2024, taking the helm of the LVMH-owned brand known for its unconventional and avant-garde approach to watchmaking.

During the podcast, Tornare discussed Hublot's evolving identity and how the brand navigates its position in a competitive market. He addressed some common critiques leveled against Hublot, particularly from online communities, arguing that many of these perceptions are often misplaced. Tornare emphasized the brand's commitment to innovation and its distinct appeal, further elaborating on the influential role of Italian founder Carlo Crocco in shaping Hublot's enduring legacy as it moves towards its 50th anniversary in 2030.

Artistic Collaborations and Future Vision

A significant highlight of Tornare's discussion was the announcement of a groundbreaking partnership with the renowned American artist Jeff Koons. This collaboration marks Koons' first foray into watch design, promising a series of audacious and artistic timepieces that blend Hublot's innovative spirit with Koons' iconic aesthetic. This initiative is expected to further solidify Hublot's reputation at the intersection of art and horology, continuing its tradition of bold and unexpected partnerships.

Tornare also touched upon the growing involvement of Jean Arnault within Hublot. Arnault, often recognized as the true watch aficionado within the influential Arnault family, is taking on an increasingly active role, indicating a strategic alignment and fresh perspectives for the brand's future. The interview concluded with an open invitation for listeners to engage with their thoughts and questions, reinforcing Hublot's commitment to transparency and direct communication with its audience and stakeholders.